The Waiter Rule
There has been much publicity given to Raytheon's 33 Unwritten Rules and particular focus on The Waiter Rule.
As well as being common courtesy, it also reminds us all that we are all marketers (for ourselves, for our companies and for our products/services) and, most crucially, we are all marketers ALL THE TIME. One bad message can outweigh all the good crediblilty that has patiently been nurtured.
This means you have to live the message, not just pay lip-service to it and, by extension, that means you have to be passionate about what you do. For if you can't be passionate, then how can you expect your customers to share that passion?
And in case you're contemplating it, faked passion only fools those who want to be fooled.