From its inception, Pharo Cattle Company™ has been divisive within the beef industry. People either love us because we are so different from the status quo – or they hate us because we are so different from the status quo. If you are promoting something that is different from the status quo, the status quo will perceive that you are putting them down – which will cause some to hate you.
Forty years ago, I sensed the status quo beef industry was headed in the wrong direction at a high rate of speed. Its goal, so it seemed, was to make cattle as big as they could and as fast as they could. After thinking about it, we decided it did not matter how big your cattle are if they’re not profitable. Therefore, we stepped up to the plate and provided an alternative to the status quo “bigger is better” way of thinking.
Our mission has always been to help cow-calf producers put more fun and profit into their business. This has absolutely nothing to do with maximizing pounds per animal. It has everything to do with maximizing pounds per acre. Trying to increase pounds per animal will always have a negative effect on your profits. The status quo beef industry has been focused on the wrong thing for over 40 years. Getting cow-calf producers to make this change in thinking, however, has proven to be quite difficult.
Most people need to be pushed to the edge of their comfort zone before they can make necessary and meaningful changes in their life and/or business. That’s something PCC™ has always been pretty good at. However, as we push people to the edge of their comfort zone, we often push some too far. Many of those people get upset – and join the hater’s group. They are comfortable with being average (status quo) and they resent anyone who attempts to push them out of their comfort zone.
A year or so ago, I received an email from a subscriber who said, “Thank you for sharing your unfrosted thoughts.” It took me a few seconds to understand what he was saying. He was thanking me for not sugarcoating my thoughts and opinions. I have never been accused of sugarcoating anything. That’s why some people love us and others hate us.
If Pharo Cattle Company™ had tried to be all things to all people, we would not have lasted five years. Those who try to please everyone usually please no one. After 40 years, I credit Pharo Cattle Company’s success to the fact that we created enough dissension within the status quo beef industry to cause some to love us while others hate us. Next week, Lord willing, we will talk about “Staying Ahead of the Status Quo.”