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The Increasing Value Of Integrity In B2B Marketing Communications

  • B2B Marcom
  • In simpler times it was relatively easy to suss out a fraud. Life was simpler; everything was more transparent.

    Today's pervasive digital technologies enable any secondary student to deftly manipulate virtually everything we see, hear, and read. "Photoshopping" images has become de rigueur. Editing video and audio records has reached a new level of commonality. As a community, we've moved from Benjamin Franklin's admonition ("Believe none of what you hear and half of what you see") to now having no faith in ANYTHING. Even our news sources succumb to the ability to manipulate reality, as was being borne out in a series of accusations against MSNBC.

    Given both our increasing abilities to wildly manipulate realities (be them audio, video, still images, or writings) AND our increasing distrust of virtually ANY source of information, we arrive at an important new condition. There is now an enhanced value placed on virtue and integrity.

    As B2B Marcom practitioners, it behooves us to know that earning trust is a long, hard road. And, all our gains can be lost with one indiscretion.

    When anything can be false, and when believability is rare, it is more important than ever to cultivate a culture of integrity.