07 Strive for Excellence in Everything You Do.

People do their best when encouraged to do so, be they your colleagues,
clients or suppliers. Don’t settle for less than the best you can be.
Colleagues: Try to create an open, trusting environment where staff are encouraged to excel, and reward them appropriately. Look after one another and, where possible, help with important issues like studies or at times of personal crisis.
Clients: Develop an open, trusting relationship that can withstand the ups and downs of business. Always give the best you possibly can. Don’t settle for the mediocre or mundane.
But don’t feel afraid to say no if a demand is unfair.
Suppliers: Trust your suppliers. Work with them. Give them enough time to do the work to your best standard and theirs. Don’t bully them. Share successes with them. Your suppliers should want to work with you again.

Examples of unethical behaviour:

• Passing on an unfair client demand to your colleagues (eg: not enough time or budget to do a job properly) is unethical and won’t encourage their best work.
• Reducing a supplier’s fee because of your own cost over-runs is unfair. And unethical.
• When something goes wrong with a job or you fail to meet a deadline and it is your fault,
  accept the blame. Don’t hide it from the client. Warn them, so something can be done about it.

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