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"Ever heard of the Rotary Club? They’re groups of people — often professionals or community-minded leaders — who work together to make their towns and the world a better place." What does that have to do with the four way test? Well, it is their official slogan and honestly I think if everyone followed it the world would be a better place.
What is the four way test? Well, if you have to make a decision or do something ask these four questions. If the answer is "yes" then go ahead.
Is it the truth?
Is it fair to all concerned?
Will it build goodwill and better friendships?
Will it be beneficial to all concerned?
I originally saw that slogan on the wall of Mr. Decena's chicken farm and chicken supply. He is a businessman who works hard to make ties in the community and give people a fair deal. He prioritizes health and cleanliness over profits. He follows those rules and in the 20 years I've known him he has taken his business from one small farm and processing area using a broken down jeepney as a generator to having the largest home in the area and a plant that produces huge quantities of meat for the region. In addition he is well respected in the town and acted as its mayor for a number of years.
Why do I mention him? Simple: Business is a harsh world where it seems that people are only out for profit and making money by all and any means possible.
The sad truth is that in many cases people are only out for profit and once the money is in their pocket they stop caring about the customer.
..... but that doesn't make it right.
There is always a little SIN in buSINess
Why most people think that lying, cheating and some dishonesty are the only way to get ahead in business I would say that the most successful businessmen are those who actually have integrity and make fair dealings. I believe Mr. Decent is one of those people but I could also say that both my father and my father-in-law would be excellent examples of making money in business while not cheating people.
My Father
Now my father always saw value where other people did not. If I was sitting with him while he was driving in the truck it wouldn't be uncommon for him to stop and chat to people about seemingly random things. In one case he stopped to talk to a farmer about a broken down tractor gathering weeds in a field. In another case he talked to a hospital director about where they source their food. In yet another he talked to a person who had to clear out an entire shed full of railway ties. In ALL of those cases the person he talked to had a problem and my dad had connections and knew how to make their problem go away. The person with the tractor got cash and the tractor moved from his property. The hospital director got a good source of high quality meat. The property owner got rid of a huge pile of useless railway ties from their property.
Every one of those people was glad that my dad came by to chat with them. However, my dad also had community connections all around the province. He sold that tractor for a profit. He sold meat to the hospital for a profit. He sold the railway ties to a zoo 600km away for yet another profit.
Did he make a lot of money by talking to people and making deals? Absolutely. Did he speak the truth? Sure, although he didn't reveal his connections he just told the person how he could solve their problem. Was it fair? Sure. He solved a problem for both buyer and seller and each was happy in the end. Did it build goodwill? Sure. People would often go to my dad if they needed to get something done. Was it beneficial to all concerned? Sure. All parties came ahead and were smiling when all was said and done.
My father-in-law
Now my father-in-law lived a world away in the Philippines and he didn't deal in just about anything he very specifically dealt with livestock and produce. However, in the Philippines he took pride in knowing farmers, ranchers, bodega owners, butchers, and pretty much anyone else who bought and sold things from a farm. If you needed a cow, a pig, a goat...or whatever my father-in-law was the person to talk to. If you had a cow, a pig or a goat? My father-in-law could find a buyer, arrange transportation and made sure you got a fair deal. Now he is in his 80s but he is the man who high ranking doctors, lawyers, government officials and low ranking farmers and ranchers go to if they want to get something bought or sold ... and they go to him because they know that the deal will be fair and no hassles.
In my eyes they were both excellent businessmen who made profit by knowing the market, knowing the people, and solving logistics and other issues with buying and selling.
But they made money because they made connections. They knew people. They were part of the community. If they gave their word....they kept it. They knew their reputation was important and they guarded it carefully.
But...
Not all businessmen are created equal
Unfortunately there are many unprincipled businessmen who are just out for the money. There are also many corporations that are just out for the profits and keeping their shareholders happy. They care nothing for those they fleece. They don't give back to the community. If they ruin their reputation they just move elsewhere and start over.
At the end of the day it comes down to how much is fair and are you chasing the dollar or chasing a living?
In business if your goal is to become rich...and you have the skill you just might make it.
In business if your goal is to make a living and make honest deals? You might just make it...and make the community better in the process.
It is not so much about business being bad but rather what is your goal in the business.
In the pharmacy
Now I'm not really a businessman but I am a Pharmacist and have been for over 30 years. I can tell you from experience in the industry that every pharmacy is different. Some pharmacy owners are out for maximum profits. They do what is right to make more money. In my area that often entails becoming a methadone clinic. People who come in each and every day right on time. Maximum profit. Guaranteed clientele. Government paying money each and every time these patients walk into your store. However, it isn't about helping the patients medical needs its about getting the people in the door and out the door to collect the government dollars.
My employer? He hires more pharmacists than necessary so every patient/customer can get their questions answered, get personalized care, and generally build trust. He has been in the same pharmacy serving the same people for almost 30 years. He knows most by name and is always looking for ways to get them their most appropriate medication for the least amount of cost. Many ask for him by name and even local doctors refer patients to him saying "If there is a way to get it cheaper he will find it for you".
So, which businessman would you prefer to deal with?
The one who puts profits first or the one who puts clients first?
Now having said that there is one thing at the end of the day. My boss is a good man who does the best he can for his customers but he knows one simple rule. If he doesn't make money then he won't be around next month to help out his customers. No profit=No business. Period
At the end of the day?
Relationships mean something. Knowledge means something. Caring about the people who walk through the door means something. Making a profit at the end of the month also means something. Which businesses tend to survive the longest? The ones that can balance knowing and serving their customers while still making a profit. Those who focus too much on giving the best deal often go out of business. Those who focus on making the most money don't fare much better.
But if Mr. Decena is any example to follow: Follow the four way test and you won't go far wrong in business.
Or at least that is my personal take on business dealing. If you think there is a better way I'd love to hear about it in the comments.
Thanks for reading.