Tom Peters and Seth Godin have this right. Decency and kindness really matter in business, marketing, and life. Business is about relationships. If you build those correctly-it’s always and win-win. In this economy, there’s the temptation to cut corners. Don’t fall prey to this philosophy. Hold your ground. Be kind. The “tough jerk” never wins. In fact, I always say it takes far more skill and finesse to be kind rather than cold.
I bet you remember the kind versus the cold companies you buy from. I do. Kindness is easily remembered and you tell your friends about such kindness. In the long run, companies that understand this important attribute of good business and marketing are rewarded.
It takes more skill to be the caring nice guy than a jerk. Being the tough guy is easy and takes little skill or finesse or effort. Tom Peters and Seteh Godin get it. Being kind to employees translates into kindness for customers. Customers pick up on happy and satisfied customers. Employees that are kind to customers creates customers that tell their friends, family members, and work colleagues about their experience with your business. Tom Peters gets this because most of his work centers ultimately around the Brand Called You concept.
Seth also exhibits the kindness factor. When I finished my new book on internet marketing, I sent a copy to Seth. Prior to this, he I wrote him for permission to use one of his classic blog posts on internet marketing. He granted permission. He’s a busy guy but still took the time to engage and respond. That’s both kindness and respect. I will always remember this gesture.
Now-go do the KIND thing.
By Stuart Atkins
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