100% Genuine Incorporated
The next big business idea is right under your nose and costs virtually nothing to implement. I’m not talking about some new fad or buzzword. What I’m speaking of is good, old-fashioned honesty. Honesty has been disappearing from business faster than the polar icecaps are melting, but the companies that tap into candor and authenticity are seeing huge payoffs—not measured in dollars alone, but also in the admiration and loyalty that customers have for their brands.
Here are some examples:
Apple, Inc.
Apple was founded more than 30 years ago and is still run by one of the inventors of the personal computer. Although Apple’s computer products are often more expensive than PCs, the devotion of their customers is legendary. One of the primary ways Apple earns this loyalty is through projecting an open image, particularly with its compelling ad campaigns. Apple’s most recent campaign, Mac versus PC, capitalizes on the ongoing and almost eternal debate among computer users. Apple continually introduces new products that keep even the largest companies in the world on their toes. Apple knows what to make next because they think like their customers: different. Their business policy is “Keep it simple, solve real problems, and make it fun.”
37Signals
We are very fond of 37Signals, a company that we believe was the catalyst for Web 2.0. They are so honest with their customers—and with themselves—that they can sometimes break hearts. Their philosophies about web design have become embedded among the most treasured unspoken rules for developers. In the rapidly expanding world of technology, I doubt that business-as-usual will ever be the same again.
Google
While Google’s “Do no evil” halo might seem a bit tarnished now that they are publicly traded and apparently at war with Microsoft, Google has always tried to be an ethical business while exploring new directions. They continue to give as much away for free as they possibly can. Google does its best to make the web a better place.
Barack Obama
As a politician Barack Obama appears to be both practical and honest. He is trying to fight fairly in a game that is traditionally played in the dirt. The battle isn’t over yet, but we respect anyone who spreads a message of hope and change instead of mudslinging and fear-mongering. Barack’s attitude is so refreshing that the Democrats supporting him are being joined by Independents and even Republicans. The huge amount of money his campaign has raised – not from big donors, but from hundreds of thousands of small donors – is a clear indication that his message is being well-received.
In-N-Out Burger
Since its founding in 1948, this family-owned restaurant chain has been widely known throughout Southern California for one simple reason: they serve the best burgers around. They have only six items on their menu. Their ingredients are extremely fresh. Their service is friendly, and they seem to truly care about what they do. In-N-Out keeps it simple and focuses on its core competency. In a world of endless fast food chains, In-N-Out stands out by doing less, but doing it better than anyone else.
Southwest Airlines
Airlines are in a tough business. It is difficult to make people happy, comfortable, and get them where they’re going on time; it’s even harder to do it at a reasonable price. How does Southwest do it? First they focused on shorter, less-expensive flights. Then they did away with seat assignments. Finally, they made their tickets refundable with no charges for changing reservations. While they offer drinks, there is no food available on board. Their flight attendants are friendly and outgoing, and even funny. Southwest wins by reducing the hassles that make flying a chore.
Honesty is a lot easier to come by than trying to devise a way to make people want to use your products. When you are honest about your own capabilities, you reveal a true talent that will make you successful – and this is as true for individuals as it is for companies. Businesses become more successful when their customer bases are loyal, because their advocates become their sales teams. Do the right thing and always treat your customers fairly, and your business will succeed.
Let’s see what happens when we apply this advice to a few other businesses:
Casinos
Casinos employ every trick in the book to keep you spending your money – from not having clocks or windows to providing free drinks and even free rooms to keep you on the casino floor. Imagine if casinos made gambling safer, more fun, and less evil. How? Simple: Offer free Gambling classes to teach people how to play and win each game (exactly what online poker sites do and they earn a ton of money). Be honest and upfront with your rewards program: for every $1,000 you spend, offer one night free in the hotel. Designate smoking areas. Encourage real card games with human interaction and train dealers to be comedians to keep the interactions light and fun. Payout bigger and more often. Try these ideas and your customers will stay longer, spend more, and visit more frequently.
Mobile Phone Access
Actor Joe Pesci once said, “They f* you with the cell phones,” and we all know he’s right. Many of us pay through the nose for “infinite air time.” The first cell phone company that provides truly reliable service, unlocked phones, low-cost unlimited calling plans, and high-speed internet access – with no hidden charges – will reign supreme over all others.
Banks
Money is broken. Wells Fargo seems to be one of the better big banks we have seen, but they are still not perfect. Finance is intimidating to most people, but very few banks make their services more understandable. A smart bank will combine the power of simple online tools, highly-accessible information, personal financial advisors, easy transfers, minimal fees and longer weekend hours. Such a bank will change the paradigm forever.
Search Engines
This one is easy. Offer an ad- and SEO-free search engine. That is how Google did it originally, remember?
Advertising & Public Relations
Both of these businesses are intentionally vague about how they conduct business. It’s no wonder Google has been able to take over so much of the market. Try being candid with your customers about what it is you do and what kind of results they can realistically expect. Provide legible, accurate, and timely reports. Show your clients how they can improve their results. If it will be difficult to reach a certain demographic, admit it to your customers from the outset. Then, reach those prospects anyway by working smarter than the next firm.
Obviously, I believe in “If you build it, they will come.” That is, if you build it right.
Do you know other practical, ethical, and honest companies that you think deserve to be on this list? Please tell us about them below so we can try their products and services—and perhaps provide a recommendation as well.
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Unported License.
Posted on Apr 27, 2008 by Kevin Milden
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