Leadership Spotlight

Steve Robinson (Auburn 72) is a consultant, author and speaker on organizational culture design and leadership, brand strategy development, marketing planning and distinctive advertising principles. He retired from Chick-Fil-A, full time, at the end of 2015 then served three more years on their board. He then spent the better part of two years writing his book, "Covert Cows and Chick-Fil-A," published in 2019. He serves on numerous other boards as well. Steve would often lead workshops and was a public speaker until the pandemic stopped events. Steve and his wife Dianne (who he met on a blind date at Auburn) live in Atlanta and have two children and four grandchildren. His brother-in-law is Master Builder Bobby Keen (Auburn 71).

What did you do and how long were you with Chick-Fil-A?

I had the privilege of starting the first marketing department for Chick-Fil-A (CFA) in 1981. I served as an officer and the Chief Marketing Officer for the business through 2015. Before leaving, our group provided all traditional marketing support, but also innovation processes and all customer facing brand development (menu, store design, brand look and messages, hospitality model, etc.). I was blessed with an amazing leadership team and staff, exceeding 200 professionals when I left. When I joined CFA, 1981 sales were about $100 million and in 2015 sales were $6.8 billion.

How have relationships you have made led to your career choices?

If you read my book, you will discover that my entire career was and is about relationships. Life is about relationships. There is no question I have been shaped by significant relationships…Christ (my savior), Dianne, great leaders at Auburn, Northwestern, Six Flags, Truett Cathy at CFA and his leadership team, my leadership team, pastors like Clark Hutchinson, Crawford Loritts, Louie Giglio, Gary Hewing and so many more.

As I unpack in "Covert Cows and Chick-Fil-A," all of these individuals and many more were used in my life to offer counsel, open doors, challenge my perspectives, help me grow spiritually, and role model biblical leadership. And yes, my dear friend Jerry Batts and Auburn FarmHouse were terrific friends and counsel in school. Most important, Jerry who God used to introduce me to Dianne!

What is your leadership philosophy?

Pretty simple. Surround yourself with people who are better at what they do than you are; attract people you trust in competency and character then empower them; identify potential leaders before you need them; never ask anyone to do anything that you’re not willing to do; treat people with honor, dignity and respect; and extend to others the grace I have experienced in Christ.

How did FarmHouse make an impact on your career choices?

To be honest, I already knew what I wanted to do by the time I joined FarmHouse. What FarmHouse did was provide a circle of young men and environment that respected each other, valued hard work and excellence in every endeavor we tackled, together or individually.

What advice would you give someone who wants to pursue a career in consulting or marketing?

Benchmark or study the organizations that excel at building great brands over the long haul; research the academic institutions that have excellent marketing and brand management curriculum; seek the counsel of proven leaders in the field; volunteer or intern in a great marketing and brand-focused business; and work on the front line in a company that consistently delivers their brand promise with excellence. ★