Therefore all things whatsoever ye would that men should do to you, do ye even so to them: for this is the law and the prophets. – Matthew 7: 12

The golden rule

Serve customers the way you want to be served and offer them the thing you want to keep for yourself – that is the golden rule.

Plain and simple.

So simple that even the little ones have this in their heart: just treat others the way you want to be treated – that’s all it takes.

Yet, as simple as it is, this rule is unfathomably profound. It governs all dynamics in businesses.

These dynamics include firm-customer dynamics, firm-employee dynamics, firm-supplier dynamics, firm-distributor dynamics, and so on and so forth.

All business practices, strategies, and dynamics hang on this rule – they are all under it not above it.

When this rule is honored, all else will be given; when this rule is sidelined, however, correction may have to pick up sooner or later.

Of course, it doesn’t mean that it is easy or costless for businesses to adhere to this rule. But it is the right thing to do, and doing the right thing sets the path straight.

Consider Henry Rose

Henry Rose is a fragrance brand. It was founded by Michelle Pfeiffer after she realized that the existing fragrance brands can potentially expose people to thousands of under-regulated ingredients.

She needs something safer – something clean with full transparency.

But where to find one? Nowhere, unless she creates one herself.

She knew that unless she creates something she is fully pleased with, she cannot pass that on to others.

In partnership with IFF, Michelle Pfeiffer developed their own formula – not out of those thousands of under-regulated ingredients but out of the 300 safest ingredients they shortlisted. They made sure that every single ingredient they use is environmentally safe and sound – that’s their number one priority. Although they entered the market as a latecomer, they became the first one to be EWG Verified^TM and Cradle to Cradle Certified^TM in the fragrance industry.

Besides choosing the right ingredients, they also pioneered the transparency practice by fully disclosing their ingredients. This is no small accomplishment given that the whole industry still operates in that black box. Finally, someone is communicating something right to their customers.

And what about the scent? Henry Rose did not take it lightly either. Three hundred ingredients, infinite combinations, endless solicitations of possible connotations and experiences from people all around, and years of sweat – that’s what it took for Henry Rose to come up with the unique, layered scents.

From ingredients to formulation to transparency, Henry Rose adhered to the Golden Rule – first and foremost make the perfume right to themselves, then pass it on to their customers.

So, what’s the Golden Rule really about?

At the end of the day, we have to admit that the Golden Rule is all about humanity – to look out for our fellow customers’ and partners’ best interests and treat them with fairness and integrity.

Adhering to the Golden Rule is to acknowledge that ends do not justify means, but means can direct the ends.

Do the right thing and do it right, trust that the path will open up.