Standing for something isn’t just about writing down. It’s about believing it and living it.
This chapter discusses phony company statements about how their customers are valued, or how they have great customer service but the reality is none of those things. It’s a statement without any backing.
This section ties in with another principle along the same lines - being true to yourself. If you customer service is terrible and you want to improve it then embrace it and move forward. Putting up a sign or statement that isn’t obtainable isn’t going to help. If you really value customers then you need to do what is necessary to actually value them - not just spit our a recorded message telling them they are valued as they wait in line. Those types of tactics probably do have some sort of sort term phycological effect but the long term effect is distrust and that is more damaging than any short term gains.
The quote above also applies to other aspects of our lives. It isn’t enough to just say to believe something. You really need to live it and be an example to make a lasting impact.
Note: This is part of a series of posts inspired by re-reading Rework, by DHH and Jason Fried.