10 New Year's Resolutions For a More Ethical, Profitable, and
Successful Business

By Shel Horowitz, author of Principled Profit: Marketing That Puts People First

In this age of business scandals, it's crucial to remember that
businesses based on ethics and quality actually work better. With
that in mind, here are ten easy resolutions to inspire your business
to achieve a very profitable 2004.

1) I will base every aspect of my business on honesty, integrity, and quality.

2) I will make sure every employee, from janitor to CEO, is trained
to view every interaction with a customer as a key step in the
marketing process, and to always give the customer respect and
attention.

3) I will train and empower every employee to let the customer go
away feeling good about the entire interaction.

4) I will stand behind my products and services. It is better to
refund the money and create a positive buzz.

5) Understanding that it costs an average of five times more to bring
in a new customer as to keep an existing one, I will see that the
entire organization exceeds customer expectations.

6) Recognizing that my competitors can be my strongest allies, I will
initiate at least one joint venture (after all, if FedEx and the
Postal Service, Apple and IBM, and General Motors and Toyota can
cooperate, surely I can too).

7) If my company is not the best answer to prospect's needs, I will
refer that prospect to the company that can best serve.

8) I will devote business resources to make the world a better place.

9) I will volunteer on a community project, and set up incentives for
my employees to volunteer on the projects of their choice.

10) I will base decisions on the Abundance Principle that there is
enough to go around, and not on market share.

Marketing consultant/copywriter Shel Horowitz is author of Principled
Profit: Marketing That Puts People First
< http://www.principledprofits.com>, Grassroots Marketing: Getting
Noticed in a Noisy World <http://www.frugalmarketing.com>, and four
other books. This article may be reproduced without charge as long as
this blurb (including the URLs) is included and that edits are
approved by the author.