Matt Heath: My parting message: Enjoy things while they are around

A lot of big, tragic and important things have happened to this wonderful country of ours since April 2014. None of which I have covered. I was too busy writing about hungover parenting, ancient philosophy and my dog Colin.

Out of the 536 columns I have written, 27 were about that guy. Far too few. He is such a good boy, he deserves an article a week.

Today is the end of an era for me, and whenever these final events pop up in our lives, we can’t help but think about the ultimate end.

Everything we do, we will one day do for the last time. That’s why you have to enjoy things while they are around. It’s not just big events like leaving a job, house or loved one either. Whatever moment you happen to be in now, you will never get it back, and you don’t know how many more you have.

Everything we do in life, from eating pizza to spending time with the people we love, to driving, writing, drinking or breathing, we will one day experience for the final time. It might happen tomorrow. This can be either a depressing or an inspiring thought, depending on how you look at it.

A few years back in this column, I interviewed professor of philosophy William B Irvine, of Wright State University, Ohio, on this very topic. He put it this way on a Zoom call: “Recognition of the impermanence of everything in life can invest the things we do with a significance and intensity that would otherwise be absent. The only way we can be truly alive is if we make it our business periodically to entertain thoughts of the end.”

Today’s column is very meaningful to me because it is my last. Like the last night with a lover before she goes overseas. And just like a lover, there have been some half-arsed efforts put in from me over the years. Last week, for example, I spent 750 words moaning about how bad my cricket team is. But the truth is that any of my columns could have been the final. If I had reminded myself every week for the past 10 years that the end is inevitable, I may have been more grateful for having a column and appreciated writing them all as much as I am this one.

While everything we do could have more meaning with a focus on finitude, some things are inherently more worthwhile than others. There is no doubt my column “The pros and cons of wearing Speedos” from November 2022 was less meaningful than most things in this world. That was a waste of everyone’s time. So, if we only have so much time, how do we pick the best things to do?

Well, Oliver Burkeman, the author of Four Thousand Weeks – Time Management For Mortals, suggested this to me in a 2022 column: “Ask yourself, does this choice enlarge me? You usually know on some unspoken level if it does. That’s a good way to distinguish between options.”

With that in mind, I don’t feel great about my 2018 article on “New Zealand’s best hole”. That didn’t enlarge anyone.

There will be people reading this column right now who have loved my writing in the Herald and are sad to see it end. Others will have hated it and are glad to see me go. Many won’t have any opinion at all. But for those in the first camp, I have good news. I have a book coming out on May 28 called A Life Less Punishing – 13 Ways To Love The Life You Got (Allen and Unwin Book Publishers). It’s a deep dive into the history, philosophy and science of not wasting our time lost in anger, loneliness, humiliation, stress, fear, boredom and all the other ways we find to not enjoy perfectly good lives. It’s available for pre-order right now (google it if you’re interested).

A Life Less Punishing took me two years to write and is equivalent in words to 100 of these columns. Which would be a complete nightmare for those in the hate camp, but as I say, great news for those who want more.

Anyway, thanks to the Herald for having me, thanks to the lovely people who make an effort to say nice things to me about my column nearly every day and thanks to the universe for every single second we get.

Bless!

In-N-Out Stuns Fans with Controversial Announcement After 75 Years: A Bold Move of Genius

Few brands have the loyal following of In-N-Out Burger. If you live outside of California, it’s hard to really understand just how beIoved the brand is among its fans. If you live in California, it’s just a part of the experience. Until you leave, that is.
Most of that love comes from the fact that, as far as fast food goes, In-N-Out is about as good as it gets. Of course, a lot of its appeal also comes from the fact that the company’s 385 locations are located almost entirely in California and its neighboring states.

If, however, you live any further east of the Rockies, you’ve been out of luck. If that’s you, your only opportunity has been to find one when you travel west. Well, until now.
Last week, the company announced that it would be opening a corporate hub in Franklin, Tennessee, which will allow it to expand further east. In-N-Out also says it will be opening its first stores in the Nashville area by 2026.
If you’re a fan of animal-style fries, you understand that this is a big deal. It’s also a huge risk for the company and its brand. Here’s why:

This is a company that is fiercely opposed to change. It hasn’t added a menu item since 2018 (hot chocolate). It still sells just burgers, fries, soft drinks, and milkshakes. As a result, the restaurant is known for both fresh, great-tasting food and incredible customer service. I can think of only one other restaurant where you can get in a drive-thru line 30 cars deep and still have hot food in just a few minutes, and that one isn’t open on Sundays.
There is clearly a lot of demand for new locations. That seems like an argument for expanding to new states, but it’s also why the move is risky.

You see, over the past 75 years, In-N-Out has jeaIously guarded its brand. A big part of that has meant recognizing that fast growth isn’t everything if it means compromising quality. After all, quality is its brand.
In-N-Out only uses fresh, never-frozen ingredients–including its beef. That makes its burgers and fries taste better, but it also means the restaurant is limited in the areas it can serve.
The company also doesn’t franchise its locations. That has allowed it to maintain far more control over the level of service its restaurants provide, but has also meant it kept things close to home.
“You put us in every state and it takes away some of its luster,” said In-N-Out president Lynsi Snyder in a 2018 interview. She was right. Part of the reason the company’s burgers have such a loyal following is because they’re hard to get–especially if you live east of the Rocky Mountains.

It takes a lot of courage–if you think about it–to resist the temptation to grow at all costs. The thing is, most companies don’t consider that those costs are real, even if they aren’t immediately obvious. If the quaIity of your product gets worse the more customers you serve, you’re doing it wrong.
If, suddenly, there are In-N-Out Burger locations everywhere, it’s not as special. If you’re used to swinging by the Sepulvida location when you land at Los Angeles International Airport, and eating a Double-Double while watching planes land, it’s not quite as special an experience if you can get one on your way home from work.

On the other hand, there is value in meeting your customers where they are. In-N-Out is a restaurant, after all, not an amusement park. Sure, people look forward to eating there when they travel, but that doesn’t mean there isn’t room to grow–even if that means cautiously.

“Our Customers are our most important asset at In-N-Out, and we very much look forward to serving them in years to come, and becoming part of the wonderfuI communities in The Volunteer State,” said Synder in a statement. That’s an important acknowledgment–the part about customers being the company’s most important asset.

The interesting lesson here is that there is a balance between exclusivity and meeting your customers where they are. For a variety of reasons, In-N-Out has erred on the side of sticking close to home, even if that means it can’t serve all of its customers. That’s been a winning strategy so far, and I don’t think that will change just because it’s sIowly starting to open more locations farther east.

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