As we look back on the career of legendary CBS anchor Walter Cronkite, it is obvious the world lost much more than a news journalist. Many of our parents relied on Walter Cronkite to deliver the news every evening and depended on his unbiased, responsible reporting. From JFK’s assassination to landing on the moon and Vietnam, Cronkite kept the nation comforted while telling history. Over time, he gained the hard earned respect of the public and the media, even being called “the most trusted man in America.”
It is no coincidence Cronkite’s broadcasts were always #1. Simply put, people trusted Cronkite so they trusted his product, the news. This coveted trustworthiness and credibility is not isolated to the news industry but just as important for small business owners. For many small to medium business owners, proving your business as credible as your larger competitors is a daunting task. To do this, we can look back at Cronkite’s career and take away a few tips.
Always be Honest
Cronkite did more than not lie- he sought out the truth. For us, this can include marketing our products or services with an unbiased and truthful voice.
Selflessness
Cronkite did not name himself “the most trusted man in America”- America did. Cronkite’s lack of ego and self-promotion earned him trust and credibility. He made it very clear that his only ambition was to do his job to the best of his ability, which meant always maintaining a professional aura and leaving subjectivity at the door.
We can use Cronkite’s life as a model for our small businesses. Always providing a professional and consistent experience and offering honest and reliable customer service over time will foster a trustworthy relationship with our clients.