You Go First.

Today's Marketing Cookie is about being an honest friend.

Mr. Thomas Aquinas once said, "There is nothing on this earth more to be prized and valued than true friendship." Meanwhile, Josh Billings said, "Honesty is the rarest wealth anyone can possess." If you were to consider the combined wisdom of Billings and Aquinas, you'll begin to recognize how rare it would be for you to find a truly honest friend.

If finding an honest friend is rare, finding these qualities in a company would be ten times more uncommon. I suppose it is quite discouraging to think about how many people are shocked when they encounter a company that maintains genuine and sincere honesty with their customers. Likewise, I think it's even more disturbing how very few people are even the least bit surprised when they've discovered companies that cheat, lie, or steal.

Try as hard as I might, today's cookie will do little to change the principles and practices of a wayward company that consistently chooses deceit over decency, and greed over goodness. I can however, impart an impression on good people like you, who are courageous enough to become a trustworthy, honest friend for others. You have an opportunity in your family, community, and in your company to be a trusted voice, not just because you communicate openly with the people you care for, but also because you are brave enough to tell the truth—even when the truth could be as difficult to hear as it is to say.

Honesty does not always bring a response of appreciation, love, or joy when it is shared, but telling the truth is absolutely essential for the very existence of any meaningful friendship... which would be quite rare indeed. Even if you struggle to find an honest friend, I encourage you to be one. As today's fortune says, "Honesty and friendship bring you fortune." ...even if you have to go first.