The Power of Selling, 2010a

These ten things are the principles that Google uses to make decisions as a company; this list, with
accompanying explanations, details why they do things the way that they do. It is both practical and
concerned with ethics—the idea that “great just isn’t good enough” is part of their values, a declaration
that Google wants to do the best that it can in every endeavor—it means that they will not take shortcuts,
but will constantly strive to be more ethical, efficient, and user-friendly.
Character and Its Influence on Selling
As you have probably figured out, ethics, values, and missions are all very personal. Together they guide
you in the way you behave at home, school, work, or out with your friends. Your character is what sets you
apart; it includes the features and beliefs that define you. It’s no surprise that the word has it origin in the
Latin word character, which means mark or distinctive quality and from the Greek charaktr, which
means to scratch. [46] The Josephson Institute defines character as being composed of six core ethical
values:
1. Trustworthiness
2. Respect
3. Responsibility
4. Fairness
5. Caring
6. Citizenship [47]
This is a comprehensive description of character. Consider how you perceive other people; it’s their
character that defines who they are. Can you depend on him? Is she fair? Does he respect you? Just as
these ethical pillars define other peoples’ character, they also define your character to other people.
Customers ask the same questions about you: Can I trust her? Will he give me fair pricing? Is she honest?
Does he care about the best interest of my business?
The Power of Your Reputation
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