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Shula Seeks Perfection... Again
Nov 11, 2008

On a recent trip to Tampa, I experienced  one of Don Shula's restaurant for the first time. That evening we were greeted by Courtney Straub, who in response to the question if we were first time diners,  went on to articulate her company's Purpose as well as I have ever heard an associate describe their company's Purpose. The difference between Mission and Purpose must be understood.  Mission describes what you do; Purpose defines how you do it. Differentiation comes from How you do... What you do. What all steak houses do is very similar; offer outstanding food of the highest quality.  Their Purpose, how they do what they do is the differentiator. Perfection in the experience is Shula's differntiator.

"We are about perfection," she began. " The perfect meal, the perfect atmosphere and most importantly the perfect experience."  Don Shula's Purpose in developing his chain of restaurants is based upon the result of the Miami Dolphins 1972 perfect season.  One format of his restaurant business is Shula's Grill 347 which represents the number of wins his marvelous career has produced. To aspire to achieve a goal based upon  what you may have experienced, requires understanding your Purpose and executing it.

"The name may get you in the door, but it is the quality of the experience that will bring you back." So says Don Shula.

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How you do... What you do gives us hope in what is perhaps the most comprehensive book published in awhile on the topic of transforming your culture into one that is renowned for Service Excellence. 

"How You Do What You Do", by Bob Livingston

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