…is that we are then held to a higher standard, including in our spending and investing:
- Quality claims are a lie if we don’t invest enough in our work. The dissonance between what we claim and what we do will only confuse our audience. E.g. having a cheap website with bad copy, when you sell “high quality” products or services.
- Mission claims are a lie if we invest too much in the wrong areas, or too little in the right ones. E.g. claiming to support a cause while only donating 1% of profits from some expensive office.
Doing great work is a privilege but also a responsibility. The two must go together.