this book extensively summarizes the innovative business model of chick-fil-a, with a particular emphasis on marketing strategies of which the author of the book has shared a role in implementing. there is also a primary focus on the exemplary leadership of company founder t cathy. the book also contains some anecdotes i like about popular aspects of the company, one being the name of the restaurant coming from cathy and his interpretation of the ‘a’ in chick-fil-a as representative of a highest standard of quality. i also find it interesting to learn that the ubiquitous “my pleasure” salutation of the restaurant is adapted from the ritz carlton hotel, brought to the fast food franchise by a marketing executive after a stay at one of the ritz hotels. and lastly, i find the progression of the “eat more chikn” advertising campaign to be fascinating, with one aspect i appreciate being that the font of the original billboard ad is almost exactly how it has been since, suggesting a talent of the designer in not only marketing but also font curation.