Rule #1

In recent years, people increasingly ask me what the most important habit or attribute is for success in the business world. I have given it a great deal of thought and have dismissed the platitudes such as hard work, doing something you love, and following the golden rule. All of these are vital and necessary. To me, however, there is something else. It is what I call Rule #1.

What is it? It is simply this—If you say that you are going to do something, do it. No exceptions. Early on in my life and career, I would not always follow through sometimes and would try and rationalize a missed deadline or a minor promise broken by saying that I was ungodly busy or too tired. It did not hurt me much but I hated it. So, about 30 years ago, I shifted gears forever. If I made someone a promise, I kept it. Sometimes it meant working until 9 pm or coming in for several hours on a Sunday, even though I knew a long nap would have done me a world of good.

Today, I am cautious about what I promise but, when I do, you can make book on it. Several years ago, I was talking with a client about the magazine world. He was waxing poetic over the quality of writing in SPORTS ILLUSTRATED.  I agreed and told him that in the publication’s early days, they hired Ernest Hemingway to write a series on bullfighting. He was intrigued and I told him the Hemingway pieces were in a book that featured his work and that of other memorable articles from the magazine. I then said I would mail him a copy of the book.

The next day, I hurried to the post office at lunch and shipped the book to the client. As I returned to the office, I ran in to the account executive who attended the client meeting with me. I told her that the SPORTS ILLUSTRATED collection was winging its way to the client. She said, “You actually sent it? I thought you were just making conversation.” I must have been visibly annoyed as she said, “Did I say something wrong?” “Yes, you did” was my icy reply.

Interestingly, it continues to surprise me how people are surprised when you follow through on commitments, large or small. Over time, you begin to be viewed as a serious person. You are dependable which is a very soothing attribute in today’s world.

So, when young people ask me my #1 Rule, my answer is always the same. If you say that you will do something, do it!


If you would like to contact Don Cole directly, you may reach him at doncolemedia@gmail.com or leave a message on the blog.