NAID Briefing

I write this particular NAID Briefing just having learned that the association has added its 900th member company. I hope all NAID members are proud of this accomplishment, not because of the size of the number, but because it is a sign of the organization’s relevance. It is also a success story from which all secure destruction companies can take a lesson.

Certainly, there are many ingredients to NAID’s success, including timing and luck.

However, of all the factors leading to the current level of acceptance of NAID, I contend it is the association’s dedication to core principles that is at the center of its success.

Let’s face it, as long as NAID is run by human beings, mistakes are inevitable. The same is true of any organization. The thing is, those inevitable mistakes are easily forgiven when customers (or members) truly believe the organization’s heart is in the right place and its overall actions are guided by a set of main beliefs. Whether it’s a trade association doing its best to improve an industry or a service provider protecting its clients’ sensitive information, customers feel good supporting any principled organization.

Yes, one could say that it is easy for a non-profit organization that reinvests its revenue directly in improving its members’ business to get that "halo effect," but does it really translate to the for-profit sector?

To that question, I would answer, "Yes," without a hesitation. In fact, it is probably the leading source of customer loyalty and growth. And you can’t fake it; it is like a sixth sense. Just like a dog senses fear, customers sense whether an organization is principled.

I hope anyone reading this can say to themselves that they fully understand their company’s underlying, guiding principles. More importantly, I hope your customers can say that. One thing I know for sure, if you don’t know what those principles are, your customers can’t possibly know.