29 Be good

29

BE GOOD

It’s called transparency, allowing everyone to know what’s happening inside your organisation, as well as letting them see the face you present to the outside world. It means being open and honest in all your actions, so if you were scrutinised more closely investigated, the way you really operate will match up to what you say about yourself. With the Internet, it’s possible for everyone with a connection to know about your wrongdoings in a very short space of time.

Consider the infamous “wheelie bin cat lady” from 2010, caught on CCTV dumping a cat inside a wheelie bin for no particular reason, as she admitted later. The fi lm fl ashed round the globe in no time. The same thing happens to organisations.

The idea When independent designers have their work copied by large retailers, their stories are very quickly transmitted through social media networks because we hate to see big guys picking on small guys. It’s known as “copywrong”. In the UK and artist known as Hidden Eloise had her work copied, and the fi nal result appeared in the stationery chain Paperchase. Although Paperchase believed they were buying original work, and denying any wrongdoing at fi rst, the Internet campaign meant that they had to reinvestigate, then later apologise.

Decades ago, it was standard practice for companies not to admit that they were at fault, even when they were caught. Now when something goes wrong, organisations recognise that the best thing to do is stand up and admit their mistake, then quickly put it right and tell everyone.

Everyone makes mistakes, that’s just human, and companies are run by human beings after all. Customers will accept an apology as long as it’s genuine, and quick. No-one likes to be kept in the dark, or to feel that their being made fools of, as in the Ratner case.

Talking of Ratner’s, brands can be damaged so badly they never recover if their owners allow their reputations to be dragged through the dirt. If you fall in, climb out, get washed and get on with it.

In practice • If in doubt, behave as though the BBC were fi lming you for a documentary. With the speed at which information travels these days, if you behave badly, you will be found out in no time. • When you make a mistake, admit it quickly, put things right and apologise. • Think of your customers as your friends and family. If you wouldn’t recommend your products and services to people you are close to, then improve them until you would.