"You're Fired"

This past week, on March 1 2021, I made the decision to go totally independent and so took my leave of the marketing firm that has represented me as well as some 90 other chefs throughout Israel. I’ve hesitated writing about it, simply because the social media space these days seems to me all about self-aggrandizement and little about introspection. And that’s what this piece is, a bit of introspection. Chalk it up to maybe the right idea in a very wrong channel. So what.

I think most all of us are going through major transitions these days. My situation is hardly unique. So what can I take away from this experience that might be of interest?

Why did it happen? I’d say who cares, except as a way of trying to avoid repetition of the same in the future. So my answer to this is simply: Bad Fit. The Company’s business model was all about increasing transactions across the board. That’s how their money is made. The more meals we sell, the more money they make. Increase transactions. Quantity. The business model for our soul food kitchen? More about quality: Slow cooking, top-notch ingredients, attention to the details of every dish.

What Did I Learn? Lots of things, for which I am grateful to the Company, oddly enough. I learned to understand the additional time it takes to source, cook, and deliver quality meals — and to understand the cost/value of that TLC. I learned that I take the behavior of my guests too personally and know I need to do a better job of focusing my energies on bettering my craft. I learned (once again) the value of dignity and carving out the space needed to feel proud about one does. I learned (once again) about the importance of balance. I learned how to be a better cook.

What is Worth Letting Go of? At the risk of sounding very New-Age cliched, I suppose it would be anything that distracts from or diminishes that which brings meaning and value.

Is There Anything that Makes Me Anxious as I Move Forward With this New Chapter? Sure. The financial uncertainties, which so many of us face, are right there. Can’t be ignored. And I really don’t like having to do marketing. It is not something that gives me much joy or pleasure, but I know it’s something I will have to devote time to moving forward.