VB The Wise: As You Go Through Life…

As You Go Through Life…

There’s an old saying that goes, As you go through life make this your goal, watch the donut, not the hole.”


Never is that more true than with the recently announced name change of Dunkin’ Donuts. The company will forevermore be known simply as ‘Dunkin’’, and people have gotten themselves all lathered up over this. May I be the first to say, get a hold of yourselves people; WATCH THE DONUT, not the hole.

This happens much more than you think, and nothing changes with those companies. For example, do you remember these companies: Federal Express, British Petroleum, Kentucky fried Chicken? Yeah, they are now called FedEx, BP, and KFC. The word that made each company successful – Express, Petroleum, Chicken – are no longer in the company name, and yet those companies are doing just fine. And they haven’t changed what they do in any way. One still delivers packages, one delivers gas, and one deliver DELICIOUS chicken and biscuits. Same will be true for Dunkin’. And I’m promising you, in a year you will not care in the least that the name was changed. How do I know that? Well, what was the last company that changed its name that you haven’t gotten over? Still waiting…

For years now the company’s slogan was “America Runs on Dunkin’”. Now it’s official. No biggie. Keep drinking the coffee, and if you’re a donut guy, keep eating the donuts. Nothing’s changed.

More wisdom next week.

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