“You know you have hit the big time when the purple-and orange-lettered Federal Express (FedEx) truck driven by a smiling courier pulls into your driveway or walks up your stairwell and hands you the purple-and-orange envelope. First off, it’s always a blessed relief to get what’s inside, because it absolutely, positively had to get there.” 

“Fred Smith, a 20-year-old sophomore at Yale University, understood this characteristic of American culture when he thought up his topic for his business class project. We all know the legend, how he wrote a term paper describing his idea for overnight delivery of documents anywhere in the country by means of a fleet of airplanes flying to a hub system converging on Memphis of all places. 

Fred got a C on the paper, and most of his buddies thought he was lucky. But it took more than full faith in a sophomore’s brainchild to make FedEx what it is today. The company serves one of the most important aspects of American culture and business: the need for a NOW response. And FedEx knows that the only thing it has to sell is NOW— without fail.”

QUESTIONS

1. Americans have developed what has been called a “microwave mentality.” We like quick service, instant food, and fast results. Does this describe you as a customer?

2. What American companies besides Federal Express base their success on NOW service?