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Choosing Higher Ground: Working and Living in the Values Economy Hardcover – November 22, 2016
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About the Author
Michael Weisman is a 42-year veteran of the advertising and marketing industry, where he guided strategic brand campaign development for some of the most iconic brands in the country. He is co-founder of The Values Institute, a strategic think tank whose mission is to inspire values-driven corporate culture.
Beth Jusino is an award-winning independent writer and editor.
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Choosing High Ground: Working and Living in the Values Economy, by Michael Weisman and Beth Jusino, is a must-read for any business owner.
After being in the advertising and marketing business for several years, Michael Weisman, started to become frustrated with clients. He also realized that this frustration was felt among by their employees. More and more, Weismen heard from business owners, and their employees, and their customers, about lack of trust and annoyance with primarily focusing on the bottom-line.
As technology changed, businesses grew quickly beginning in the mid-2000s and profits seemed unlimited. The “transaction economy” was born and it was based on the Five P’s: Power, Position, Prestige, Pleasure, and Prosperity. On the surface these five elements were plausible, but closer examination revealed their focus was to be on winning vs losing. Later, trusted and successful institutions imploded as greed spread through corporate America. Enron collapsed from conspiracy and fraudulent accounting practice. Lehman Brother’s went bankrupt, contributing to a national recession. Bernie Madoff’s Ponzi scheme bilked almost 5,000 of his clients and several of his own family members out of $65 billion dollars. In the meantime, the gap between rich and poor continued to widen. Customer trust and loyalty were at an all time low.
In 2009, Weisman co-founded The Values Institute. Its mission was to inspire a culture driven less by the transaction economy and more on building trusting relationships between businesses and their clients. What I enjoyed most about the book were examples Weisman gave of the companies that excelled in building businesses focused on customer satisfaction. Although I shouldn’t have been a surprised, many of these companies are ones I patronize frequently: Starbucks Coffee, Apple, Zappos, and Patagonia.
Good business practices are not just about what is done, but how it is done. Even the best, most conscientious companies make mistakes. When these companies are truthful about their errors and concerned with making retribution, clients and customers often forgive and remain loyal.
Weisman also believes that trust, care, and honesty should be cultivated within the companies first. Inner-office cohesiveness and trust between employers and employees, and among the staff itself, is paramount to building a strong business foundation.
Weisman explains a step-by-step process for businesses to build a valued brand that not only insures loyalty, but increases the bottom-line.
Choosing a Higher Ground paints a hopeful and encouraging picture of the business world.