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Principled Profit: Marketing That Puts People First, by Shel Horowitz'77

We’ve all been told that “nice guys finish last”…that we have to be ruthless with our competitors and our customers to gain market share and squeeze every last dollar of revenue…that there’s no room in business for “soft-hearted” stuff like environmental sustainability…and that business is crooked and corrupt by its very nature.

Here’s the good news: None of that is true!

Business reality is very different than what they teach you, and that’s a very good thing. Here are some truths you might not learn in business school:

• Nice guys (either gender) finish first, not last
• Honesty, integrity and quality pay off big-time, if you know how to properly market your commitment to them
• In many cases, market share doesn’t even matter; it’s the wrong metric entirely
• Environmental sustainability initiatives can actually reduce costs, both now and in the future
• The very act of marketing can generate revenue; you can actually get paid to do your own marketing

Of course, the book describes these strategies in detail. But we believe that the more you give, the more you receive—so let’s at least peek at a few of the basic concepts right here and now:

The Magic Triangle of Ethics
Honesty, Integrity, and Quality. Build your business on these and you’re well on the way to success. (Principled Profit explores this starting on page 20.)

The Abundance Principle
By now, you’ve surely heard about the Law of Attraction—the idea that you manifest in your life the things you focus on. The Abundance Principle is a corollary of that, and Shel’s been teaching it for 13 years—long before the movie, “The Secret,” was released, and long before all those business ethics scandals started hitting the papers. When Shel started looking at ethics in the wake of those scandals, he realized that the Abundance Principle was absolutely crucial to ethical companies’ success.

In fact, if you approach the world ethically, with an attitude of abundance, the world lets you tap into that abundance—and the things you seek somehow come to you. (The whole of Chapters 6, 7, 8, and 9 explore this idea in detail, using examples from Apple Computer and Nordstrom down to one-person home businesses.)

The Meaninglessness of Market Share
For most of us, market share is completely irrelevant. Let’s look at Shel’s business as an example. He writes,

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“I’m a copywriter, marketing and publishing consultant. I’m guessing that I serve something like 0.0000000000001 percent of the market—but my calendar is usually full. What does it matter to me if I don’t have all the work there is to do? I couldn’t handle even a tiny percentage of it anyway. There’s plenty to go around because the world is abundant.”

Another, much bigger example is Southwest Airlines. The book quotes legendary Southwest founding CEO Herb Kelleher on why he doesn’t chase market share, and what he goes after instead.

Principled Profit: Marketing That Puts People First is your roadmap to success through ethics, sustainability, and a people-centered attitude. This award-winning book gives you the tools you need to succeed in business by harnessing these delightful business “heresies.”

Item Special Note

This is an autographed copy!