Craig Rochelle: What we value determines what we do. He says Chick-fil-A's customer service was so extraordinary that he went up to the franchise owner and said, listen, that employee you have is so amazing. "I'm sitting there going, well, that's exactly what I saw," writes Rochelle. If you don't have any values, if you don't drive them into the culture, then you're going to end up with a grandma's chicken.