What does junk mail have to do with your core values?

Advanced Spam trends

I am sure, like everybody else, you are getting tons of junk mail. I do. But lately (I am talking years, not days), it has gotten worse. And it doesn't stop in junk mail because spam text messages and spam calls are following the same pattern.

Here is what I am talking about: I used to get junk mail all the time, but after a quick glance at the envelope I knew it was unsolicited. If it was something I was interested in, I might have opened the mail, knowing that I was looking at an ad. Lately, however, the mail has looked more and more like legitimate important information that I don't want to miss. The envelope will include warnings like "Last Notice" and "Important information inside", messages that usually appear on bank statements and renewal letters. The envelope would mimic the structure and language of real letters as much as possible, and the letter itself would be in a pink 'warning' paper.

Even after I opened the mail, there was no invitation to sign up or buy anything. The letter would be as if I already had that service, but I need to call immediately. There is a phone number, but there is no company name.

The same applies to spam phone calls. They will use Gen AI and advanced technologies to hide the fact that this is a spam call and talk to you as if there is a live person on the other end. Similar tactics are used for text messages as well.

The battle of identifying spam now becomes a brain game between the spammer and the consumer.

Why do I tell you all of that?

You already know it..

Well - here is the thing: The first reaction I feel is anger. Why try to mislead me? It is almost cheating just to be able to say something. luring innocent people by scaring them that something bad may happen if they will not act. And I just don't like that!

But you can say - nobody likes that. Who likes junk mail? who likes to be mislead? what's your point?

Moving a step forward - One thing I know for sure - I don't want to do business with a company like that. If they break the trust before they even know me, they lose me before they even have a chance.

I get unsolicited messages on LinkedIn too! 'We will get you customers and qualified leads'. and I think - if this is how you get leads for yourself - I don't want to work with you!

Why does it bother me so much? Everybody does that (well, maybe not everybody but many).

It bothers me so much because it violates a very important core value I have - Transparency.

Transparency goes hand in hand with other guiding principles in my life, like authenticity and integrity. When I deliver the right message and not trying to hide anything, I feel peace within myself - I have nothing to hide, I am not manipulating anyone and it feels like did the right thing, which makes me feel good.

When I interact with others, be it friends, family or business partners - I feel much better when they are transparent, even if it is not serving them, rather than feeling, or even worse - finding out later, that they have a hidden agenda or they are trying to hide something from me.

What is the lesson from this story

The simplest lesson is - stick to your values. People who share similar values will get attracted to you and appreciate you, and you will enjoy working with them. This story is just one example of core values alignment, yet it applies to any of your values. You will appreciate and enjoy engaging with people and companies who share the same values, and just like you - they will enjoy it too.

The first step is to identify your code values (I have a different blog post on that). The secret is - you already know them, you just need to dig them up (if you haven't done so already) and make a point to demonstrate them in anything you do. I have helped many clients identifying their core values, and craft their purpose in alignment with those values.

Identify and demonstrate yours!