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The Ford story – a documentary

Posted by Mark on Monday, February 1st, 2010. Filed under Branding.

The latest Recycled Ideas elicited a response from a good friend of mine, encouraging me to watch and comment about this documentary. I thought I’d share with you as well.

Updated (Feb 4, 2010): I wanted to include my friend’s report from the Ford front. This is an excellent example of a CEO being engaged in his mission as well as the company’s relationships. With only a few minor edits to make it safe for all to read, I offer here:

It’s funny. Five years ago we decided to stop working with Ford. At the time, they were taking in excess of 200 days to pay their vendors; in some cases, it went to 280 days! After having to fly to Dearborn and sit in a concrete bunker for seven hours – a bunker that reminded me of a DMV office on a busy day – just to talk to an AP person, I decided we would look elsewhere and “fire” them as a client. This wasn’t an easy decision; we had worked with them since 1994.

Fast forward to November of 2009 when I received a call from a past contact and client there who asked me to come out for a “meeting” about our preferred vendor status with them. I chuckled to myself and thought, what status? Anyway, took the flight, rented the car, booked a hotel and thought to myself: “That’s a waste of my time and a thousand bucks.” Once at Ford my past client kindly asked that we bid again on a program called NAFLRO. We had done this program for 7 years straight before firing them. I said we would be happy to bid, and he said great, “Can you have the bid done by 5:00pm today?” Keep in mind, it is now 11:00am, and our bid packages take a minimum of 10 days to create. I told him “no chance,” and he then invited me to take a walk. We ended up in a conference room with the rest of the NAFLRO team and a surprise “guest,” Alan Mulally [Ford's CEO].  Of course I was shocked and thought I was being set up. We round-tabled the NAFLRO gig for 15 minutes while Alan spoke to the importance of their Fleet business. At which time Alan slid a piece of paper across the table to me with a number on it and nothing else and asked if I would consider doing the program for that.

I was floored. The amount was roughly 20% higher than it was the last time we did the program. I said it looks good, but we need a term sheet to be certain we all agreed. He asked if a 50% deposit would be agreeable. I, of course, said, “Yes.” The next morning, I met with the NAFLRO team and had a check and a one page term sheet in hand.

So, long story short: I believe they are onto a “new” way at Ford. I am excited for them and, of course, for our future prospects with them.

I have a copy of the paper Alan slid me (signed) and a copy of the check in a frame in my office … just to remind us that Zebras can (and sometimes do) change their stripes.

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