A look at ethics from both sides
By Rolf Crocker

Ethics – the term conjures up different meanings to different people.  There are those who see ethics as a black and white, right or wrong issue.  Others see it in various shades of gray.  An ‘Ethic’ is defined as, “a set of principles of right conduct; a theory or system of moral values.”  ‘Ethics’ are defined as, “The study of the general nature of morals and of the specific moral choices to be made by a person; moral philosophy; the rules or standards governing the conduct of a person or the members of a profession: medical ethics.” (www.dictionary.com). Regardless of your definition, we can all agree that Ethics are important and have a special meaning within the CID industry.

I write this article from a unique viewpoint - prior to becoming a vendor, I managed Community Associations for 15 years.  Early in my CID career I faced a test on ethics.  After a successful project, the contractor who performed the work dropped a $100 bill on the floor of my office, picked it up and said, “This must be yours!”  Being a young family man holding down three jobs at the time, I was certain it wasn’t mine.  Quite frankly, that $100 could have made a significant difference in my bottom line at that time.  However, internally, my gut told me accepting the money wasn’t right.  I knew my objectivity would be taken from me.  I also knew I wouldn’t want to be on the receiving end of a job in which someone was ‘bought off.’  I refused to accept the gratuity and told him that the basis of us working together was in him doing a good job – nothing more or less.  We went on to have an excellent working relationship of mutual respect and completed many successful projects together.

Fast forward to today.  It is now my business as a banking representative to build relationships and to get industry professionals to use our products and services.  The old marketing maxim, “Be Seen, Be Heard, Be Different” rages in my mind.  How do I do that?  Like most vendors, I want to do nice things for and add value to my clients.  When I think back to when I was managing I recall the little things – candy, donuts in the morning, the occasional luncheon – that made a big difference to me.  Those things made me “feel the love,” as they say on the street. I also feel comfortable as a vendor using those methods to be seen and heard.

So now comes the question - when does receiving a gift or gratuity cross the line from being a ‘nicety’ and become an ethical breach?  Is there a difference between donuts and the $100 bill? Absolutely!  What is it? Ownership. One is creating an opportunity for face time to market your products or services; the other creates an implied obligation to utilize those products or services.  John Wooden, who won 10 NCAA Basketball Championships as coach of the UCLA Bruins, used to tell his players, “The Choice You Make Makes You.”  This was a statement that captured a concept – the concept that your choices, good or bad, will make you, or perhaps more specifically, will OWN you.  So, the deeper question in receiving any gift or gratuity is that of ownership.  In receiving the gift, are you sacrificing your objectivity, setting up an expectation of ownership and becoming beholden to the person or organization giving the gift?  If so, you might want to reconsider acceptance of the gift, regardless of the dollar amount.  As managers, we are the Gatekeepers.  Most of the time, it is only the ethical and professional level of management that stands between the Association getting the best service for the best price or the Association getting less than they deserve because our lens has been clouded by a less-than-admirable decision.  The repercussions of poor ethical choices affect you, your clients and your company.  Our Industry is a small industry – ultimately, all we have is our reputation.

Keep in mind, we all have blind spots.  No one sees with pristine clarity all of the time, particularly when you are emotionally invested in the issue at hand.  In her book “Decision Making – Why Smart People Sometimes Make Bad Decisions”, author Jasmine Martirossian describes a phenomenon called ‘Cognitive Dissonance’.  Cognitive Dissonance is the internal strife you feel when your actions do not align with your beliefs.  Further, Jasmine indicates that if you find yourself trying to excuse your actions, it is a function of your belief system trying to correct itself.  If you are feeling that stress, trust your gut – steer clear of it.  Instead of finding excuses for your current behavior, change it.  I have found my gut to be accurate most of the time.

Here is a set of guidelines that I use when faced with an ethical question:

1. What is my gut (my own internal values compass) telling me?
2. The Golden Rule – is this how I would want to be treated?
3. What does someone I trust think of the situation?

Remember – “The Choice You Make Makes You”.  Don’t let poor ethical choices own you.  If the doubt still persists, do what I do - don’t do it!  Ultimately, you’re the one who knows what owns you.  In an ownership society like ours, you are best off owning your choices and owning up to them.

(Previously printed in the Fall 2005 edition of Vision Magazine.  (This article has been edited)