Carr crash
The story that attracted a great deal of the attention last
week was Jimmy Carr’s tax avoidance scheme. Left to itself this story would not
have had made so much of a stir. However
the Prime Minister chose to single out Carr, calling his perfectly legal tax
avoidance scheme “morally wrong”.
Trust me - I'm in business
I don’t intend to add anything more to the debate on this but it
connected in my mind to the results from an Ipsos Mori poll published last
week. This indicated that fewer than one in twenty British people think “business”
is a reason to be proud of the country. The connection is that a number of
prominent UK
businesses (i.e. Vodaphone) and business people (i.e. Lord Ashcroft, Philip
Green etc.) don’t appear to pay the taxes the rest of us think they should be
paying.
At a time when UK government and business are
banging on about the need to “rebalance” our economy from public to private
sector it is of some concern that most of us don’t appear to think much of business or business people. The Ipsos Mori
poll is just the latest indication of a widespread mistrust of business and of
business people in general.
Now you might think a general mistrust of business is hardly
surprising given the effect of the credit crunch and subsequent recession on
people’s lives. However the Edelman Trust Barometer which assesses levels of
trust in business across the world shows that the British public are becoming
more distrustful of business. This is in contrast to the global trend which
shows trust in business rising overall.
Ultimately business will pay a price if
customers, employees and the wider population perceive business as some form of
parasite rather than as a valued member of the society in which it operates. In
particular politicians become tempted or even compelled by public pressure to
intervene. This invariably results in higher costs, disruption and unintended
consequences. For example the government announced its proposals last week to
separate investment banking and retail banking. This will make life more difficult
and costly for the banking sector but taxpayers just cannot trust the banks not
to screw up again.
Trust matters
"Trust” does matter and what's more it works. The Edelman research shows that
people are far more likely to believe good news about a company they trust and
far more likely to disbelieve good news about a company they distrust. The
implications for the long term sustainability and success of any enterprise are
both obvious and significant and last week saw a particularly outstanding
example of this.
In 2007 Stefano Pessina took Alliance Boots private with a
£11.1bn leveraged buyout, the largest ever in Europe .
The deal was done at the top of the market and could easily have to come to
grief as many others have in the subsequent financial crisis and recession. Boots
was and is one of the most trusted brands in UK retail. Pessina did not muck
about with what he could clearly see was working and in particular made sure
that any changes he did make enhanced the trust factor. Profits have shot up by
88% since the buyout. Last week they announced an agreement to sell a 45% stake
to Walgreens the largest pharmacy chain in the US, representing a 2.7 times
return for the investors in the buyout and huge new opportunities for the
company.
Building Trust
So how do you build, maintain and enhance trust
to drive levels of business performance and success to these standards? Based
on experience and research I believe it’s about always “doing the right thing” by
shareholders, employees, customers, suppliers and society. No business,
including Alliance Boots is perfect in every respect on this but those business
that stand out as highly trusted do seem to constantly strive to do “the right thing”.
When my wife was in Boots recently she had forgotten to bring a money off
voucher with her, but without hesitation the assistant gave her the discount
anyway. A small but significant sign of how this business tries to think and
behave.
However there is one other factor that in my view is
crucial. You must do the right thing but you must do it ”really well”.
Attempting to do the right thing but not doing it well invariably results in
compromise, short cuts, short term thinking and before you know it you are not
doing any of the right things. What this means is that doing the right thing
may be simple as a concept but it definitely is not easy to do.
Carr repair
Back to Jimmy Carr, did he do the “right thing”
by apologising and cancelling his tax avoidance arrangements? Well he was
certainly at risk of losing the “trust” of his fans and with a high risk
of damage to his reputation and his livelihood. He also did the apologising rather well at his first live
show after the story broke and it looks like he has pulled things back for
himself.
And finally
I had a small chuckle to myself about the downgrades for
some UK
banks announced by the “Big Three” credit rating agencies last week. RBS
criticised the decision by Moodys to downgrade its credit rating, saying the
agency was “backward looking”. I am sure the response from many small business
owners would be “now you know what it feels like”! Oh yes and then came the IT failure.
So that was some of the week before this week. We hope you found some of the above thought provoking and useful for you and your business. We trust you had a good weekend and hope you have a great week this week.
So that was some of the week before this week. We hope you found some of the above thought provoking and useful for you and your business. We trust you had a good weekend and hope you have a great week this week.