Thoughts about The Four Agreements
Feeding Kanjana at an elephant sanctuary in Chiang Mai, Thailand. Elephants eat for 14 hours a day!
I’ve been a long time fan of, “The Four Agreements, A Practical Guide to Personal Freedom,” by Don Miguel Ruiz. Lately, I’ve been thinking about how to apply these ideas regarding self-limiting beliefs to marketing and communications. Here are a few thoughts to share:
Be Impeccable With Your Word
When you make a promise, keep it. If you say you’ll deliver in a week, deliver in a week, or follow the successful Amazon model and get the goods to your clients even sooner. Keep in mind that the human brain, as a survival response, tends to remember unhappy experiences longer than happy ones, so if you disappoint your customers, you’ll need to work extra diligently to regain their faith in you. The airline that cancelled your flight and lost your luggage? You’re likely to look for a different carrier the next time you travel. It just makes sense that we want to give our business to people we trust. We’ll go back to the companies and individuals that are impeccable with their word.
Don’t Take Anything Personally
Did you get passed by or overlooked for a project, even when your past experiences were positive? In most cases, it’s not about you, but more likely, circumstances unknown. Recently, I contacted a client with whom I’d only had positive experiences, but hadn’t heard from in a while. I sent an email to check in and say hello and that led to a new project assignment. I hadn’t heard from them because they were busy. My email was a useful prompt to remind them that I was available to help them lighten their load and brought new work my way.
Never Assume
Even when we have a great experience with a client, we can never assume that we are on their mind. Don’t assume you are better than the competition. Don’t assume your business relationships can stay strong without nurturing. It’s helpful to remind clients how and why you are useful to them, what new services you are offering and why you consider them valuable. Reminding clients that we enjoy our time with them is as simple as a phone call, email, letter, postcard, or surprise gift. Sending your clients e-newsletters with industry updates, tips that add value to their business or interesting news that keep you and your company at the top of their mind will help strengthen relationships and keep ‘em coming back for more.
(Who needs a newsletter? Contact me today!)
Always Do Your Best
As Don Miguel Ruiz points out, our best will be different every time. Set the gold standard for yourself. Give yourself an extra day or two before submitting work so that you can review, one more time. Human brains aren’t wired to do and see everything at one sitting. You’ll always find something to improve if you review your “final” product. Consider bringing in another set of eyes if you’re feeling stuck or facing time constraints. Never underestimate the power of attention to detail.
I recently returned from an incredible trip to Thailand with my son, and when I’m asked about what I enjoyed most, I share that people were consistently demonstrating a genuine desire to do their best. Whether it was the woman picking out the ripest cherimoya (custard apple) at the floating market, our food tour guide in Bangkok finding the best (Michelin Guide recommended!) street food coconut pancakes, or learning from our guide at the elephant sanctuary in Chiang Mai, about how elephants express themselves with ear waving (see video here), everyone we met proudly demonstrated a desire to give us their very best and that truly impacted my view of the culture and country. I’m sure the Thai people have their usual share of challenges, but my experiences were so positive that I will continue to share with others, enhancing Thailand’s reputation as a beautiful and wondrous place to visit. Always doing your best is a first-class way to boost your reputation and promote continued growth and success.
