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Love Thy Neighbour
Putting the other person first gets results.
We hate being interrupted at work by unsolicited telesales calls or finding our e-mail swamped by spam. Many of us face a dilema: we need to let people know about our business but we shy away from marketing which we see as aggressive and intrusive.
The strange heading to this chapter is intended to remind us that "putting the other person first" is the golden rule of most religions and ethical systems. Far from needing to set aside this principle when we do business, I believe that "putting the other person first" is fundamental to business success.
It is selfish and inconsiderate to assault people with unwelcome and irrelevant demands to buy. But to offer people help with their needs and solutions to their problems is a kind thing to do.
If you really believe in the value of your product or service and especially if you know that you deliver real value in a marketplace where many do not, you have a duty to give people the chance of enjoying these benefits.
The internet offers us opportunities to inform people about our products and services in ways which are actually less intrusive than other methods.
"Putting the other person first" will lead us to adopt the best practice in our marketing. It will direct how and to whom we present ourselves and lead us to deliver a message which will be gratefully welcomed.
The next chapter explains how, underpinning this approach is The Outwith Principle.
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