For all the misgivings one has in business, and in business relationships, the bottom line for the presence of adequate peace of mind for one to continue trading or developing is, and is always: Trust.
One cannot proceed very far without it in any social interaction and especially in those business areas which set out to solve problems. This need for trust is one reason why there are Brands; because for goods and services carrying a Brand name one knows, one has a cool idea of what one is about to get when one buys an item.
Brands, when sound and reputable, go some way towards guaranteeing a level of quality and after sales support etc. And this is one reason why counterfeiting is at bottom parasitic – because it trades upon the reputation of someone else’s goods and services. It offers no guarantee of quality or of after-sales service etc, and when a person has been hoodwinked by a counterfeiter and the product he has bought is scrap; it is the Brand name which was traded upon which tends to suffer in its reputation; and also the company who is the legitimate owner of the Brand name; irrational though this might seem?
The reason for a decline in a genuine reputation of a bona fide Brand and its company being caused by illicit traders trading upon the Brand’s repute; is the knock which is taken on the Trust in that Brand name, and to the almost complacent ready expectations one has, when one has been used to buying that Brand. Thus customers loyal to a Brand can suddenly be shaken by a bad experience with it and so no longer buy its products.
The scale of the shock and distrust escalates enormously for a person hoodwinked by products counterfeited such as medicines, and say, vehicle parts like brake shoes and tyres, because of the perceived major risks of harm which accompany taking a drug which is not approved nor bona fide; or the large risk experienced in having brake shoes or tyres fitted to one’s car when they are possibly substandard.
These considerations then, show some of the ways that trust is central to trading and to doing business.
Because we are destined to ‘live by the sweat of our brows’ we are constrained to do business so as to earn our livings. This also means that we are compelled to have to trust others who come to us to do business with us, and also to trust those from whom we seek out business. The default position for doing business then, necessarily has to be one of ‘innocent until proven guilty’ and a prima facia openness of one’s approach to others, up to the point where that openness is no longer seen by us to be circumspect in regard to this person or that company, and so on.
There is much theology in this position in which we find ourselves, whereby we are compelled to trust in the first place; and to have to do so in a world which is often harsh and wherein many persons and groups are out for themselves without any social or moral qualifications on their relational behaviours. We know the world is like this by reference to our own experiences; and that fortuitous remoteness of and anonymity for persons who use the Internet, make it a playground for those who thrive on catching out the unlucky; those who make some poor and regrettable decisions. The web is brimming with scams and sharks and people who are simply of ill will or else hooked on schadenfreude.
Despite all this being the fact of the case; and despite us knowing full well that this is the fact of the case, we are compelled again and again when doing business via the Internet (and elsewhere) into and back upon that immovable default position of bona fide prima facie initial trusting of our newly met business associates.
And this is why old and returning customers and associates are so prized by us; because we know them and are able to assess any risks they might pose to us to a fairly exact extent. And now comes in a further paradox. For those who are ambitious in business old and returning customers and associates are never enough. Ambitious persons are always seeking new business and new business opportunities, which means necessarily meeting and doing more and more business with untested persons.
In addition it is the ambitious person who is most likely to be tempted to pick up a missed opportunity even when knowing it is to the cost of a competitor for him to do so; or else to be tempted to even less upright business practices as being convenient and expedient short cuts to wealth and position. (I discount from this generalisation the motivations of persons in dire straits or grasping at straws because they are say going insolvent, whose bad behaviour might be ameliorated by their obvious distress)
The paradox here is then that in the normal course of doing business it is the most ambitious who expose themselves to higher risk levels and are compelled to offer prima facie trust the most and most often; whereas the business person who is happy to earn and to live comfortably without great expectations exposes himself to less risk and is compelled to place less prima facie trust down than an ambitious person is compelled to. And so it is that the least trustworthy, the ambitious, are taught by experience that trust is an essential for them to be able to advance towards the orders of magnitude they desire.
Of course in here steps The Law; on the side of and in support of higher risk takers who meet with foul play against their businesses. The Law is then an arbiter of fair play which may be called into action by an aggrieved party in order for that party to attempt redress for what has been essentially an (alleged) breach of trust by an associate or client. It is at bottom a breach of trust always; and it is always based upon the breach of the holy commandment: ‘Do as you would be done unto’.
‘Of Mans First Disobedience, and the Fruit
Of that Forbidden Tree, whose mortal taste
Brought Death into the World, and all our woe,
With loss of Eden , till one greater Man
Restore us, and regain the blissful Seat,
Sing Heav’nly Muse…..’
I quote Robert Burns also (back on the subject of Law):
‘Courts for cowards were erected
Churches built to please the priest
A fig for those by Law protected
Liberty’s a glorious feast!’
It is no co-incidence that ambitious persons and businesses are those who most frequently use the law and its courts so as to defend their positions against rivals and against swindlers and thieves. Not only are they normally those who are most exposed to risks like these we are presently discussing; they as business entities present the best pickings for the scammer or for the counterfeiter, since – as we have pointed out elsewhere – the big guys and their companies go to extreme lengths to present a perfect and seamless front-end image and marketing regime to their multitudes of customers. Their Brands are thus considered some of the most stable, lucrative and sound in the world because of this window dressing of theirs; and damage when done to their Brands is some big bad news for them.
So the Law is from one angle a kind of backstop for the risk takers by it deterring and chastising those who would do to them ill for gain. The Law is the inferno one has to invoke and through which one must go so as to purge oneself by condemning one’s enemies to its raging fire.
Law in this case then is artificial and put in place to be evoked so as to take the place of trust whenever trust has been lost by a breach or by an abuse of business practice and of normative rules. But Trust in its pro tem prima facie default position remains the natural value by which day to day business is oiled and with which its engines run for the most part reasonably smoothly.
Trust and placing trust, especially in an unknown person or business and being under constraint to do so – this can be very stressful. The only solace at this time of initial contact when doing business is that the same stress applies equally – in almost Newtonian exactness – to the other side, to the other Party to the deal. The curse of ‘the sweat of our brows’ then transpires to be a Godsend sent to us so as to bring us together – if not as undesigning amicable disinterested and extempore cordial strangers, then – and better than not at all – as persons looking after their mutual interests and in joint hopes for the sharing of benefits.
‘They, looking back, all the eastern side beheld
Of Paradise, so late their happy seat,
Waved over by that flaming brand, the gate
With dreadful faces thronged and fiery arms:
Some natural tears they dropped, but wiped them soon;
The world was all before them, where to choose
Their place of rest, and Providence their guide;
They, hand in hand, with wandering steps and slow,
Through Eden took their solitary way.”
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