Business ethics: Do you pass the authenticity test?

Real Rolex

In these days of people disconnecting from traditional advertising, it's more important than ever to excite your clients with genuine enthusiasm for your product. When it comes to business ethics and authenticity, how does your solo business shape up?

Do you truly believe in your offering?

Are you absolutely convinced in your offering’s ability to fundamentally contribute real value to your customers? Does it make their lives better? On the flip-side, does your offering create dependency, or exacerbate the insecurities or fears of your customers?

In moments of total honesty with yourself, do cynical thoughts about your offering pop into your head? Can you picture yourself selling your offering to an elderly relative (preferably someone you care about)?

Put another way, with evangelical fervour: Do you B-E-L-I-E-V-E?

What are your intentions?

If we act contrary to our internal intentions, we will appear less than authentic. Not many of us are good enough actors to get away with doing so.

Are you working primarily for the sake of money? And do you at the same time try to sound as if you care for your customers? Don’t!

If you are just about making money, say so. Example: “We provide no customer service, but we are absolutely the cheapest!” Can you see how this would be so much more refreshing and authentic?

What are your measures of success?

Are you working to KPI’s borrowed from the faceless world of big business? Are you measuring by money or your total value contribution? Total value contribution includes financial factors as well as the intangibles of happiness, learning, horizon expansion and empowerment.

Are you totally present when trying to get a customer across the line? Or are you thinking of the next six you need to sign-up before the end of the week or how to up-sell this customer so you can meet your target?

What does your marketing material say about your business ethics?

In the rush for validation, there is a great temptation to parrot big business. Business-speak is anti-authenticity. What does “we harness deep industry, process and technology expertise and unrivalled large-scale, complex change capabilities” mean anyway? All this does is to befuddle and belittle the other person. (Homework: read Why Business People Speak Like Idiots by Fugere, Hardaway & Warshawsky).

Do you sound like everyone else? Do you "specialise" in working with small, medium and large businesses?

Are you stating the bleeding obvious? Saying: “We believe in customer service” and “Our product is of the highest quality” is utterly pointless because anyone can say these things and more importantly no one would say the opposite.

Some real life examples of unauthenticity

As a potential customer, you know you're staring unauthenticity in the face when...

The offering comes in mind-boggling packages and plans designed to give customers the illusion of value and choice. Think mobile phone plans.
They attempt to “convert” and subsume the personalities of their customers. “If you don’t believe in this pyramid scheme, you are a loser. Do you want to be a nice loser or a rich winner?” Think Amway.
Their marketing relies on red-herring “features”. Though factually correct, the selling proposition has nothing to do with the offering or is even an intentional diversion from the truth. Think “cholesterol-free” stickers on coconut or palm oil-based products.
They blatantly exploit and exacerbate their customers’ weaknesses. Think “we can help you be debt-free” companies whose purpose is to ensure you end up making your repayments to them instead.

Authenticity requires clarity of intent, self-awareness, and a strong belief in yourself and your offering. If your business is in an authenticity-challenged industry, seize this amazing opportunity now! Choose to be authentic, and you have the potential to fundamentally reinvent your industry.

Article authored in conjunction with Zern Liew.

Paul J. Morris is an information systems strategist. This incredible title means that he helps businesses become more efficient at what they do while keeping them on track with their goals.

6 comments | Add your own

While it is vital we soloists know what we CAN do, it is equally important to know what we can't/don't want to do. In my copywriting days, I turned down the offer of a job writing a corporate brochure. "Is it because you're too busy?" they asked "No" I said "It's because I'd be rubbish at it." It nearly killed me, as it was quite a lucrative job but I knew if I sold out the job would make me miserable. I soon found my "honesty is the best policy" approach helped me with boundaries and ensured I was always happy in my work. Sam Leader from Sydney, Australia
When faced with potential starvation, choosing not to take a job that does not feel "right" is not easy. I've certainly had to make that choice a few times! But at the end of the day, you still need to live with yourself. The funny thing I have found about life is, if you are very clear about who you are, and what you stand for, things always seem to work out. It is almost as if the dodgy jobs are there to test you. And if you pass the test, a damn fine job then comes along. Zern from Vermillion
Out of all the articles and advice I have read and received since starting my solo business reading your article made me realise I am doing something right, I am authentic. My passion and ability to help regional businesses market themselves better is absolutely genuine. However, I get myself in a pickle everytime I try and sound business like instead of speaking from my heart. When I speak from my heart and say exactly what I know to be true I win everytime. Being true to yourself is harder than it sounds but it is definitely worth it. Justine from Roma
It certainly is a "character-building" opportunity when choosing whether to stay or walk when things don't feel right, but better to be able to look yourself in the eye when facing the mirror ! Grant Hyman from Sydney | Read my articles
I experience this test sometimes when faced with some clients who want to try and put false or misleading information on applications - sometimes the deal is lucrative, but you still have to do the ethical thing & refuse. I want to build a business, not make a quick buck. Michael Thompson from Berwick, Victoria
Very true - very helpful. We operate in an industry which would be easier to be insincere - the pet funeral industry - which is why we knew that we had to create and maintain our passion. So our slogan - talks about Pets and their people - because Pets are our primary focus. One of our competitors adverises " We care because YOU do!" which rankles me - I see it as them saying ' We don't really care about the animals - but if you think it is important that's OK".
In todays world even the youngest child is taught not to automatically accept what they heard as truth - so as this article states you have to be ' genuine' and customers will recognize that.
Lindy Cleeland from Sorell, Tasmania, Australia

6 comments | Add your own

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