IN REALITY, INTEGRITY IS A SECOND ORDER AND OVER USED ATTRIBUTE – 3 OBSERVATIONS I am an advocate of values. I would argue that it is not possible to build a great brand without having clearly defined values, ensuring those values are aligned with your market, ensuring that your staff are aligned with those values, […]

IN REALITY, INTEGRITY IS A SECOND ORDER AND OVER USED ATTRIBUTE – 3 OBSERVATIONS I am an advocate of values. I would argue that it is not possible to build a great brand without having clearly defined values, ensuring those values are aligned with your market, ensuring that your staff are aligned with those values, and ensuring that your staff live the values articulated. Two things I find much less desirable however are: Businesses that actively promote their values Businesses that include INTEGRITY as one of their values A business should not have to promote its values. Those values should be clearly evident from all behaviour and in all communication. I am not sure that many people really know what the word integrity means. Do you? (Answer before looking in the dictionary). What I am sure of, however, is that the word integrity is grossly over used. It is a…