An inspiring talk from Frank Bucaro, a nationally known expert on business ethics, wrapped up Directions08. In his session, “Good Company!”, Bucaro told the audience that all strong businesses are built on relationships. Using examples from his work with other companies, from news stories, and from his own life, he outlined the connection between being a good person and having professional success. Among the many pieces of wisdom he imparted were the “Four T’s” in relationship-building: Trust; a personal Touch that differentiates your company from the rest; the Time you put in with customers; and Talk, which encompasses both talking and listening to your clients. Of those, he stressed, trust is the most important one. “A customer will leave or stay with you for trust,” he said. “A complaint is a cry for another reason to trust.”
Bucaro also recommended coming up with a company code of ethics, so that all employees are held to the same standard. And when he learned that few audience members remembered the words of their businesses’ mission statements, he suggested (with a dry sense of humor that cropped up throughout the session) that they refresh their memories. He also presented two questions for attendees to ask themselves when a moral dilemma comes up at work: “Is this in line with the company’s objectives?” and “Will the decision result in the right thing being done for the customer?”
He emphasized that good judgment and strong character start at the top of a company and trickle down, and that leaders are accountable to their employees. “As leaders,” he told the audience, “you need to ask how what you’re going to do is going to make people feel like they belong, help them develop a unique identity, and make them feel significant.”
His observations and arguments provided attendees with plenty to think about on their plane or car rides home from the conference.
