Because keeping promises, delivering as we promise, builds reputation capital, trustworthiness, respect, and purpose. In today’s world of the internet and e-commerce instantaneous transparency, these intangibles are of greater importance than ever.
If you keep promises 99 times out of a hundred and the competitor keeps his only 8 of 10 times, you gain a critical advantage in the market place, irrespective of your service or your product line. Bill Rosenberg, founder of Dunk’n Doughnuts, once defined Integrity as delivering as promised, when promised, in the manner promised.
Dov Seidman cites an excellent example of fulfilling delivery commitments in his book, How, which bears the subtitle: Why HOW We Do Anything Means Everything in Business and Life. For their wedding anniversary, Seidman ordered a bracelet for his wife from a New York jeweler, with shipment by UPS overnight. Anxious to have the gift on time, he met the delivery truck the next morning. The delivery guy, one Angel Zamora, reported the item was not on board. His shift ended with that stop, but Zamora did not stop. Instead he went the extra mile.
An hour later he was still on the phone tracing the package. He finally located it where it had become entangled in a warehouse problem. He arranged for a special run to make delivery . Pending delivery he furnished Seidman his cell phone number and that of his supervisor. Zamora assured his customer he would stay on top of it until delivery. The package was delivered later that afternoon.
Zamora, as Seidman noted, exemplifies the UPS culture. UPS emphasizes fulfilling delivery commitments, and its delivery man, in this instance, aligned his conduct precisely in accord with his company’s standards. Somebody at UPS, in its earlier days, may have taken a page from Coach John Woodward, the Hall of Fame basketball coach, who instructed his players “It isn’t what you do, but how you do it.
The cardinal virtue of integrity, the indispensable element, is about HOW you do it.
Professional speaker, Jim Thomas, and Alliance for Integrity, LLC offer free upon request An Integrity Checklist and An Integrity Credo, for professionals,corporations,firms, and organizations. Contact firstname.lastname@example.org.