A philosophical imperative
for effective marketing

The guys at Google got it right from the start. Their mantra, “Don’t’ be evil,” whether we convolute, stretch, modify or tweak it--- can be summed up for all of us: “Do the right thing.” It’s an effective way to do business, win friends and influence people.

There are still would-be tycoons out there with their head tucked up where the sun doesn’t shine who have yet to notice that honesty is the best policy. Ah! And there’s the rub. Are a little cheating, a little positive spin, a little omission, and a little exaggeration--- dishonest?

Really, unless we’re lobbying for sainthood, we must accept the gray areas as a big part of the color spectrum. And so be it. But Mamma was right: honesty is the best policy. Just ask some of the rich guys already in jail and others waiting for an opening.

But do we really need to teach business ethics? Should the business world be any different than the world of personal relations?

Do we really need courses in sensitivity training? Are we too dense without special training to recognize the words and actions that hurt people---and customers and prospects?

True, there are more than enough scoundrels and insensitive clods to go around. If you know any, suggest they try to be empathetic and objective. It’s a good philosophical imperative. And, it’s good for business.

JR