Without rules, we supposedly have anarchy. Rules are in place to protect someone or something or even ourselves.
We've always had rules as a society. It apparently keeps social order. Have you ever wondered about stupid rules? Stupid rules like driving and talking hands free at the same time. Research has proven that talking hands free is just as dangerous as talking with a hand on the phone. Yet one is a driving offence punishable by fine and the other is a socially accepted practice.
The emergence of vapour cigarettes has reared another stupid rule. No one is allowed to suck on their vape pipes within 25 feet of a building. Not liking the smell of cigarette smoke, I wonder why vapers are considered just as disgusting. I've been in the same room as people who use them and I don't smell anything. And I hate the smell of tobacco.
Doing some consulting work with professionals, I've discovered an all important crutch called "A code of ethics".
We all live by a code of ethics, whether they are written down or not. They are called values. Our core values are the things we will or will not do.
Unfortunately some organizations write them down as core beliefs only to be engraved on a plaque and hung on a wall so that everyone can ignore them when they walk in the front door each morning.
Professionals, like doctors, dentists, chiropractors, belong to a thing called an association. Within that association, there is a rigid code of ethics that must be followed. Usually that code defines what "professional" is so that other members of the association do not disintegrate the value of the professional title.
Talking to a potential client recently got my blood boiling. She informed me of all the stupid rules she had to adhere to in her marketing because of the code of ethics in her association. If she was kicked out of her association, she could potentially lose her license to legally practice her craft.
Not understanding that world, I needed to learn more about professional conduct in that somewhat exclusive environment. More importantly, I wanted if there were any examples of professionals giving the "middle finger" to their association's stupid rules.
There are all kinds of examples.
About eight years ago, a young orthodontist needed to grow his business. There were many competitors in town. The only ways he could increase business was to buy a retiring orthodontist's "book of business", work with dentists to get referrals and word of mouth marketing from existing customers. That's how all his competitors worked. Typically, a customer wouldn't show up at his office. They would get referred first.
He decided that radio advertising would a good place to start considering none of his competitors were going after customers that way. His association told him he was breaking their professional code of ethics. To which he politely told them to fuck off. They threatened to pull his membership to which he threatened legal action. All to not, the association backed down and the orthodontist started radio advertising.
Today he has the biggest practice in his town. Others are trying to copy him in his marketing strategies but he built such a beach head of customers that as long as he keeps breaking stupid rules, he will continue to be a huge success.
All his competitors had the same opportunity.
Another example about 12 years ago in a different town, a young dentist was trying to build his book of business. The code of ethics police required that no dentist could have an ad in the Yellow Pages greater than two lines. Each dentist was required to look, sound and act the same in their advertising. In the real world of marketing, the association wanted everyone to be a bunch of cows.
Here's what was interesting about this example. The association's board was made up of other dentists who had made their money, and were protecting their own interests. They took the hard road to building their business and they wanted the young dentists to do the same. More importantly by protecting their own interests, the value of their business wouldn't erode at its eventual sale date.
The young dentist challenged the code of ethics and put an ad substantially larger than his competitors. To which the association started to remove him from their group. Removal from the association would have meant he would lose his license and couldn't practice dentistry anymore.
He informed the board to back off or he would proceed with legal action. With a bit of back and forth, the association could not prove a violation of professional conduct and dropped their stupid shenanigans.
There are two examples of code of ethics not applying to marketing. Being part of professional association does not stop anyone from doing what is required to be a success. Hide behind the cloak and someone is going to take advantage of the opportunity. Throw the cloak aside and get ready for the onslaught of criticism as well as paying customers.
Nothing comes easy. Winning means have a successful business or job that gives you everything you want out of life.
If you play by the rules, you might win if you're smart enough, live long enough and have enough money to get your through tough times.
If you play to win, you have a better likelihood when you bend the rules.
Ask Tom Brady, quarterback of the New England Patriots.
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