Lesson Twelve: What Do You Believe?

You’re on a first date.The restaurant is nice,music plays softly in the background, the mood is warm and receptive. You chat idly after ordering what looks to be a fantastic meal. The subject of movies comes up. You ask your date for an opinion about a movie you’ve both seen. Your date doesn’t have an opinion. When you offer your thoughts, your date heartily agrees.

And then you notice a pattern: Whatever you like, your date likes. Whatever your opinion, your date shares the same opinion. It becomes clear that your date doesn’t stand for anything, and is simply a mirror to what you think.

Would you go on a second date?

Probably not. And yet, I’ll bet you act this identical way with your customers. If a customer walked up and asked straight out: “What does this company believe in?” could you give him an honest answer?

Oh, sure you’d say; “The customer comes first.” “We believe in providing good value.” “Honest prices, honest service.” “Treat people the way you want to be treated.” But if challenged to demonstrate how, I bet you couldn’t back it up with anything substantial.

Perhaps I’m wrong.Maybe you are the exception. I hope you are.

In our personal lives we have clear values. These are what define our character. The truer we are to our values, it can be said, the stronger our character.

Most businesses focus on having a great personality. When we first meet them, we get a good first impression. But over time the gloss wears off, and underneath the shine is a business without character.

I’ll ask again: What are the values of your business? What do you believe? Write it down. Tell your staff. Tell your customers. Tell the world what kind of company you really are.


Principles of Persuassion by Shane Spark