Authenticity > Professionalism
As Curve continues to get more traction I’m surprised at the small number of people that are uncomfortable with our public image. I guess some think our marketing is too edgy, some think our orange shoes are too loud, and some think my infamous “kill dentrix” t-shirt is maybe taking things a little too far.
Entering a professional field like dentistry and trying to go against the grain is tough. Early on I very consciously considered what I wanted our public perception to be and after lots of thought decided that being authentic out-weighted the potential risks of being perceived as different or unprofessional.
America is filled with corporations that talk a good game but aren’t delivering on what really matters. They’ve become purely motivated about making a profit and have forgot that companies exist to SERVE their customers. There’s neatly designed mission statements hanging on boardroom walls around corporate America that ring empty: integrity, professionalism, innovation, blah, blah, blah, yeah right. No one reads this garbage and no one cares.
Take this image for example that I took at the grocery store the other day:
Well I can tell you that wasn’t my experience at the grocery store.
Life is too short to live according to what society thinks is proper; it’s about living according to what is right in our hearts. If we try to be everything to everyone, we’ll be nothing to anyone.
Maybe instead of standing for everything, CO-OP should stand for one thing and scream it at the top of their lungs.
At Curve, I’m less concerned about delivering on ten picture perfect values that corporate America thinks is right, and more concerned on delivering on one thing: REAL VALUE. It’s simple: Curve exists to deliver the best possible service to our customers. That’s it! Who cares about the rest.
So to that end, we will continue to show off who we are, and while it may make some hate us, that’s a risk we’re willing to take to find the people that will love us.
