My eight year old son asked me a question today on our way to baseball practice.
"Daddy, what is Chi-na?"
"That's a good question - do you mean China?" I asked as I looked at him in the rear-view mirror, trying to correct his pronunciation without being obvious.
"China is a country," I explained, "like the country we live in today, Canada, except it's a long way away from us, over on the other side of the world,"
"No. You're wrong, Daaaaaaaad," he said bluntly. "Canada is awesome. We make good stuff in Canada here, but China-made stuff falls apart and makes me sad."
My son was referring to his baseball glove. A Wilson brand name, but sure enough, the tag read MADE IN CHINA.
Take a look at your iphone or ipad you're on now...it says 'designed in California' but 'assembled in China'.
Does being assembled in China make an iphone or any apple product less of a product? Less quality? Less durability? Less performance?
I don't think so.
It has more to do with the systems and processes Apple has in place than "who" actually made something or assembled something. Don't misunderstand - child labour is not cool. If a company could find a reliable work force that could operate 24/7/365, they'd use them all the time - every time.
But they're missing one key ingredient.
An ingredient vital to future success.
The same ingredient Richard Branson uses at all his companies in The Virgin Group.
The secret ingredient - People who give a shit.
If the worker doesn't give a shit about the company or the products and services, then the customer won't give a shit about the company.
Care - you need to care to be able to "feel" the difference.
Give a shit.
Think about that.