Faster is Better?

For a long time now we have been told that with only 15 minutes we can save 15% on our car insurance.  Driving on 101 North by the San Francisco airport is a new billboard.  It comes to us from esurance.  The sign says something about finding your insurance savings in 7 1/2 minutes.  Wow! That's 1/2 the time of Geico.  Well, maybe not really a wow?  Some things in life 1/2 the time is a competitive advantage, but in others, it sends the wrong message.  If I want fast food I know where to find it.  But, when I sit down at a fine restaurant, like I did recently, and the food comes out in the same time that a McDonald's order arrives, (which is what happened), everyone at the table looks at each other and says, "Something is not right." 

Knowing the difference between speed and quality is important.  Sometimes, a little more time can be way better than 1/2 the time.