A Profound Rule

I truly believe rules add value to life. When I opened Paul Cummings Enterprises thirty-four years ago, we instituted one simple yet profound rule that has served to guide the decisions and inform behaviors within our organization. It provides all of our people with total clarity.

The Rule: Do What's Right

We have always believed that internal and external customers all have a question they want answered. This question is important to all of us. It serves as a foundation for all healthy relationships. If the answer to the question is, "Yes," the quality of any relationship improves. 

The Question: Can I Trust You?

Every day, our actions affect those around us in a significant way. When we do what's right, people view us as trustworthy. The value of trust cannot be overlooked in life and business. People need to know without any doubt that they can count on you to do what you say you will do. 


Sometimes the most powerful things in life are really simple. This rule is one of those things. The key is to make an unwavering commitment to the implementation and sustainment of the rule. Life will tempt you, exhaust you, and challenge you at times. It's easy sometimes to overlook the importance of this rule and bend the edges. While it maybe easy to bend or break this rule, the results of not honoring it can be devastating on both a personal and professional level. 

The Microscope

In business, we are always under a microscope. Our world and business climate today is more competitive than it has ever been. Our customers have higher expectations and are less tolerant of mistakes today because they recognize they have many choices and have the power to choose where they spend their money. Our ability to honor all of our commitments is not optional: we simply must always do what's right.

The Power of Cause and Effect

Every action sets in motion cause and brings about effect. When we operate with integrity and uphold the highest of standards, our customers will view us as a trustworthy organization. The trust people place in us has a lot to do with the value they associate with our products and services. If you want your customers to perceive more value, then build more trust.

The Benefits of Trust:

  • Sustainable relationships 
  • Believability 
  • Likability
  • Referrals 
  • Customer retention
  • Market growth
  • Happier team members 
  • Team member retention

These are just a few of the benefits of building a culture with trust as a primary ingredient. It's amazing how much impact this simple rule has on your company culture. People rally around this approach to business. Everyone wants to represent a great brand, to deliver great service, and to enjoy their work environment. When you live by the rule "Do what's right" in all your actions, everything is influenced in a positive way. 

Make a difference today.

— Paul

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Copyright 2017: Paul Cummings Enterprises.

About the author: For over 30 years, Paul Cummings has taught dynamic life changing strategies on sales, customer service, communication, building a better business, and leadership. Millions have had the opportunity to learn what it means to live and work at Level 10.