The Secret Ingredient of Tradition

Tradition is not the worship of ashes, but the preservation of fire. — Gustav Mahler

Today is the first day of spring, and it reminded me of my grandmother’s tradition. Every year, when cherries ripened (yes, I know that won’t happen until May, but hey, it’s still spring!), she would take her basket to the bustling market, seeking only the best: plump, deep-red cherries, bursting with juice.

Once home, she washed and pitted them, letting them rest in sugar while she rolled out the dough. By afternoon, the scent of cinnamon and baked fruit filled the house, and we all waited for that first, sweet bite.

As a child, I thought it was just a pie. But now, years after my grandmother has passed, I realize it was more than that. It was a ritual. One that turned an ordinary spring day into something special, something meaningful. It wasn’t just dessert. It was a tradition, a moment of connection, a link to the past that I now carry forward.

Why Do Traditions Matter?

In a world obsessed with innovation and constant change, traditions may seem outdated. But they are far from obsolete; they are the invisible threads that hold families, businesses, and societies together.

1. They Create a Sense of Belonging

Traditions provide shared experiences that connect individuals to a larger group. Whether it’s a national holiday, a religious ceremony, or a family recipe passed down for generations, traditions remind us of who we are and where we come from.

In business, companies also use traditions to build strong cultures. Zappos, known for its outstanding customer service, has a tradition where new hires go through an intense training period and are even offered $2,000 to quit if they don’t fit the company’s values. This tradition reinforces their commitment to hiring employees who genuinely believe in their mission.

Similarly, Southwest Airlines has a long-standing tradition of humor and personality. Their flight attendants are known for adding jokes and entertainment to safety announcements, making flying with them a unique experience. This lighthearted approach has become a key part of their brand identity, fostering customer loyalty.

2. They Offer Stability in Uncertain Times

Change is inevitable, but traditions provide continuity. During moments of crisis, people often turn to familiar customs for comfort. Whether through shared holiday celebrations during difficult periods or small rituals like lighting a candle in remembrance, traditions provide a sense of structure and connection that helps navigate uncertainty.

In the corporate world, traditions can serve as an anchor during difficult times. Take Toyota, for example. The company follows a deep-rooted tradition of "Kaizen" (continuous improvement). This principle has guided Toyota through economic downturns, global recessions, and technological shifts, ensuring that employees always have a structured way to adapt and grow.

Another example is LEGO, a company that faced financial collapse in the early 2000s. Instead of abandoning their core traditions, they returned to their original principles—creativity, imagination, and hands-on building—while innovating around their classic product. Today, LEGO is stronger than ever, proving that traditions can serve as a foundation for reinvention.

3. They Strengthen Organizations and Teams

It’s not just families and cultures that benefit from traditions; businesses and teams do, too. Google’s legendary "TGIF" meetings, where employees gather to hear updates from leadership, started as an informal tradition but became a key part of its corporate identity. Even as the company has grown into a global giant, it still maintains versions of these open communication sessions to keep employees engaged.

At Walt Disney, traditions are at the core of their employee culture. Every new employee, from theme park workers to executives, goes through "Traditions," an onboarding program that immerses them in Disney’s history, values, and customer service philosophy. This tradition has helped maintain a consistent brand experience across the decades.

4. They Create Symbolism in Branding

Some traditions are not just internal—they are embedded in a company’s identity and branding. A famous example is Apple. In all advertisements for iPhones and iPads, the clock on the screen is set to 9:41 AM. This is a tribute to Steve Jobs, who typically unveiled new Apple products at that time during his iconic presentations in 2007 and 2010. It’s a subtle yet powerful reminder of the company’s roots and vision, reinforcing the sense of legacy that Apple carries forward.

Another example comes from Coca-Cola. Every holiday season, Coca-Cola releases its signature Christmas campaign featuring Santa Claus. This tradition dates back to the 1930s and has become an integral part of how people associate the brand with warmth, nostalgia, and family celebrations. Even as advertising trends change, Coca-Cola holds onto this tradition, strengthening its emotional connection with customers.

5. They Carry Wisdom Across Generations

Not all traditions are good, of course. Some outlive their usefulness and must be reevaluated. But many contain wisdom forged by experience. Why do we celebrate certain milestones? Why do some cultures prioritize communal meals? Often, behind every tradition lies a practical or emotional reason—one that offers insight into human nature and societal evolution.

Take Ferrari as an example. The company's deep-rooted tradition of exclusivity—producing limited numbers of each model—has ensured that their cars remain aspirational. Despite market pressures to increase production, Ferrari has stuck to this tradition, maintaining its prestige and customer demand.

On a different note, The New York Times has upheld its tradition of rigorous journalism while adapting to digital transformation. While other media outlets struggled with the decline of print, The New York Times leveraged its heritage and credibility to transition into a digital subscription model, proving that old traditions can successfully coexist with new business models.

When Traditions Must Evolve

Not all traditions are worth preserving. Some may reinforce outdated beliefs, exclude certain groups, or hinder progress. The challenge, then, is to distinguish between traditions that enrich our lives and those that hold us back.

Here is a great example: when Satya Nadella took over as CEO of Microsoft, he recognized that some of the company’s long-standing internal traditions—like cutthroat performance reviews—were creating a toxic culture. He chose to replace them with new traditions of collaboration and learning, proving that sometimes, innovation is best served by evolving, rather than eliminating, tradition.

Another example is McDonald’s, which has a long tradition of uniform global menus. However, as consumer preferences evolved, the company adapted by incorporating local flavors into its offerings—like the McSpicy Paneer in India or the Samurai Burger in Japan—proving that traditions can be modified without losing their essence.

To Sum Up…

Traditions are more than routines; they are stories woven into our lives. A grandmother’s cherry pie, a company’s founding ritual, or a simple gesture repeated through generations: each one holds meaning beyond the act itself.

One day, someone else will search for the ripest cherries, someone else will tell the story behind an old ritual, and someone else will find comfort in a tradition that once brought us joy.

In business, good traditions are more than just habits; they become part of a brand’s identity. They foster trust, build loyalty, and create lasting connections with employees and customers alike.

In passing them on, we don’t just preserve the past; we give it a future.  Because success, like a perfect cherry pie, starts with tradition.