Corporate Character

I needed an image for this posting, and noticed the graphic on Tim Klabunde's blog. At the SMPS conference in Denver last summer, Tim told me how to find to legal, but inexpensive, artwork -- the online istockphoto.com service. (Guess they should 'pay' me for the marketing plug here, but the service really works well, and is truly inexpensive.)

Tim Klabunde's posting about Corporate Character is worthy your read. Connect it with Seth Godin's blog posting, When You Stand for Something, and you have a package which establishes the linkage of values and ethics with your marketing practices.

Underlying virtually every successful and long-lasting marketing campaign are your real values: How you truly relate within your own business, and with your current and potential clients. If you have a disconnect in these important areas; if you are willing to sell your soul for the "price you need to pay" you will likely fail in the long term; because your inconsistencies will be exposed and you will be seen as a phony by the people in your marketplace.

Here are my values. What are yours?

• Marketing should be enjoyable, something that is fun to do. If you don't enjoy it, and it is important to the marketing process, find others who enjoy the tasks, and have them do it!
• Your marketing practices should relate and connect with your client's values and priorities. If your business doesn't connect or relate to your clients' values, are you in the right business?
• You should respect other people's ideas and creations -- if you are 'lifting' someone else's thoughts, acknowledge it, and request permission if appropriate. (Yes, I've used the same image as Tim Klabunde's post -- but I've paid for it, using istockphoto.com)
• Marketing is a long-term process, with short-term challenges. Think a plan, think vision, but be ready to react quickly within the plan/vision when opportunities arise.
• Nothing is worth doing if it sells your soul. Every rule is worthy of breaking if it helps you find it. (I found my soul on Good Friday, 1980, by getting drunk 'on the job', and deservedly the boss fired me the next day. That wild evening, in Tsholotsho, Zimbabwe, I saw war, peace, poverty, wealth, hope, despair, weakness, strength, accomplishment, defeat, ambition, greed and drama. The next day, I had a really big hangover.)

Have fun. Be yourself. Plan. Sometimes take risks. And never sell your soul. You'll achieve marketing -- and business -- success no matter the economic circumstances.