Even though my father passed away when I was very young, he left a lasting impression on me throughout my life. Many of his (and my mother’s) values make up the fabric of who I am, and inspire me to this day. The HI Road is one of those timeless values, and I use this gem as an integral part of my marketing strategies.
My dad used to say, when it comes to making decisions, always take the HI road. The HI road is the one with honesty as one guardrail and integrity as the other. Saying what you mean, and meaning what you say. Being a man or woman of your word, or at least attempting to be. Never purposely taking advantage of anyone, especially for personal gain. Having honest weights and measures, and showing no partiality based on differences or hidden agendas.
Discovering that marketing was a passion of mine presented challenges to the HI road foundation. You see, marketing as an industry, has gotten very comfortable with these things called disclaimers. A.K.A, the fine print, the special clause, a condition or requirement that accompanies the offer for your product or services. Filled with legalese and other protective words, phrases and language, we ensure we shield ourselves from the threat of lawsuits and potential litigation.
The worst offenders of disclaimers are the commercials for pharmaceutical products like Cialis, Viagra and the Purple Pill. In their commercials they reference a short list of the possible side effects, which may included headache, upset stomach, delayed back ache or muscle ache. You could possible experience a sudden decrease in vision, and you are instructed to call your doctor. How? You can’t see, so how do you find the phone? Really? Hey, John and Jane public, are you listening? Have we become that desperate as a society that we are willing to risk injury, or even death, for the results these ads promise?
John Maxwell responded, when asked to write a book on business ethics, stated it could not be done. Why? He said, “businesses are not ethical, people are”. A business cannot be ethical, but the people in the business can practice good ethics.
I, for one, would like to see the return of business done on the HI road. As small business owners, we have the ability to impact our business policies, procedures, engagements and practices with HI road principles. I hope you will join me in taking a drive on the HI road to success.
As always, we’re here to help you Market Naturally.