When I first heard this saying as a child, it resonated with me. Fortunately, I had adults in my life that demonstrated it. From an early age, I learned that it does not matter what we say we do unless we actually do it. This applies to work, family, health, etc. You have to actually put the work in. Mere lip service is worthless. Unfortunately, in today’s society, the wisdom of such a simple adage is often forgotten or ignored.
One example of how this phrase is lost in business is the use of the term “reframing.” This term ostensibly refers to the idea that a business wants its customers and the industry to look at them from a different angle. However, many businesses do nothing of note to even warrant such “reframing”. There is no action. Instead, “reframing” has become just another business buzzword, a handy scapegoat without any substance or action.
The COVID-19 pandemic has given the perfect opportunity for businesses to use this reframing excuse to gain attention. Chances are if an organization didn’t serve its customers well before the pandemic, there is a good chance this reframing will be nothing more than an empty promise. There needs to be a driver for the change. A cause for the action to take place. A great place to start is caring about your customers enough to make their lives better through what you sell or the service you provide.
Since I am in the banking industry, I see banks changing their narratives while their core remains stagnant and rotten. In the early 2000s, anyone with a pulse could get a pre-construction loan. Today, banks paint with a large brush and make a hard pass on those loans altogether instead of looking at the individual’s specific situation. Banks are eliminating the financing of many sectors that have been crushed by the pandemic. This will leave several businesses in the dust, many with innovative ideas and potential contributors to the economy. As an unfortunate result, banks are turning their backs on long-standing clients for the sake of “reframing.”
My stance on reframing is similar to that of Eco-Friendly Banking (link to other post). Is being eco-friendly something the bank really believes in, or are they merely assuming an easy, comfortable stance on social media?
At Surety Bank, my leadership staff and I will never make empty promises to reframe for the sake of forcing a narrative. All our decisions are made with the customer in mind. I grew up in a world where trust and integrity were earned by doing what you say, and sometimes, more importantly, saying what you’ve done. Your clients can tell if you are a fake. It’s only a matter of time before they know who you really are. If your actions and words don’t match up, they will leave.
What is an example of how you are shaping the narrative of your business by your actions?
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