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Additional Brian Martell articles: The Ethics of Our Industry© 2003 Brian Martell Capitalism: The exchange of value for value between two or more freely consenting parties for mutual gain. The above definition exemplifies how most of us do business. We derive our livelihood by creating wealth through productive means whereupon we exchange those values with other individuals who have different areas of expertise. In the coffee business, this is the rule, not the exception. Roasters are experts in the field of transforming raw green beans, operators excel in providing service to their customers, and the consuming public, who are looking to trade their hard earned cash for a good cup of coffee all trade value for greater value. If the consumer perceived the value of the cup of coffee to be less that the asking price at the restaurant, vending machine, etc, then he would not buy the coffee, meaning he has a choice. Everybody wins along down the line and gains in prosperity, or else they go into another type of business. The criteria that need to be met for this system to work are: that the parties involved are honest, and that there is no coercion in making the buying or selling decision. These are the ethics of what we deal with day in and day out. That we do not misrepresent ourselves either in what we claim to sell or what we claim our purchasing power is bolsters our credibility in the marketplace — an asset of immeasurable value. So why is it some businessmen (in any industry) still lie or commit fraud for short term gain and long term disgrace. The answer may lie in their perception of business in general. While some perceive that business and competition is a dog-eat-dog, kill or be killed, take no prisoners (you can add your own cliché here) affair, they are missing the point that true business people are concerned with productivity; and that competition is a natural by-product of productivity. In the roasting business, we are concerned with the quality of our product, the consistency and the efficiencies we can gain through better processes and technology. Likewise the sales departments are concerned with communicating the unique benefits the company has to offer in product, service or logistics. It is their job to persuade potential customers that their product is the best value available for the money. By focusing on the real merits available through your company and not on competitive shortcomings, the front line contact with the customers (sales) earn more than just the business for the company, they earn a good reputation. While every good businessman has his ear to the ground, discerning what his competition is up to, the main drive should be to be a better supplier to the trade. As with all businesses, there are differences of opinions that drive competitors to enthusiastic debates. While the forum for the minds and business of the customer base will be won or lost on the battlefield of reason and rational persuasion, there need not be a contradiction to the ethical pursuits of the competitors. When it becomes evident, however, that the aim of one of the parties involved in a business transaction is explicit deceit for unilateral gain, then it is the duty of all industry participants to denounce the offender for what he is. In vending, the most cited malfeasants are the "blue-sky operators” who know from the get-go that their victims will never be profitable under their plan. In the end, businesses built with an ethical code woven into the fabric of their corporate culture stand to gain the most. It is these businesses that will foster trust among customers (and therefore gain more customers) while nurturing that sought after but elusive value — goodwill. Questions or comments? Reach Brian at Brian@heritage-coffee.com
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