Character: The Key to Making Your Business Stand Out

In the classrooms across America, we call it character education. In the business world, it is more likely to be labeled ethics. Either way, one of the hallmarks of a civilized society is its values system.

Stories from the dawn of civilization are almost always morality tales. Ancient Greece, a pinnacle of culture, produced Aesop's Fables where every story had a moral teaching. Beowulf, the earliest tome of Anglo-Saxon culture, emphasizes loyalty and honor. Stories of the Incas taught that those who obeyed their moral codes—do not steal, do not lie, do not be lazy—would earn reward.

An old tale from Asia tells of a man whose one good deed was to spare a spider's life. Later, after the man died and was being tortured in hell, the spider spun a silver thread to return the favor and help him escape. As the man was climbing the thread to safety, he noticed that others were climbing up after him. Fearful that this added weight might break the thread, he began kicking them off, but as he did this, he lost his balance and fell back into the pit of hell.

The point is that on every continent, across different cultures and spans of time, ethics count. Good and evil have just rewards. Having identified such a universal truth, it just makes sense that applying the concept to business would be a way to lead your company to success as well.

Indeed, beyond the folklore, hard modern statistics bear that out. Trickery and chicanery are a flash-in-the pan sensation and the key to longevity in business is to steadily work on improving ethical customer relations and good service.

Character Traits and Values that will build trust and make your business stand out from the rest:

• Loyalty. Using the difficult times to demonstrate commitment to the customers you serve will build trust.

• Reliability. Being reliable in providing the good or service your customers are paying for will gain their trust.

• Truthfulness. A good definition of truthfulness is earning future trust by accurately reporting past facts. This foundation of integrity creates trust.

• Sincerity. Sincerity starts with telling the truth and takes it the next step by showing an eagerness to do the right thing. Trust is built when clients and customers see your transparent motive and your sincere desire to do the right thing.

• Courtesy. Courtesy is more than simply being polite. It's also being attentive to your customers and gaining their respect by respecting them.

• Diligence. Seeing each task through all the way to the end is that way to accomplish goals.

• Accessibility. Knowing that you will "be there" builds trust.

• Persuasiveness with Truth. Being able to guide your clients and customers with truth and wisdom will build relationships.

• Enthusiasm. In a world of woes and criticism, customers will seek out the hope they see in your enthusiasm.

There is an indissoluble union between virtue and happiness. – George Washington