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PhilTake #22 - The Promise

Every business has six critical elements called Morphemes. Morpheme #1 is The Premise (covered in PhilTakes #16-20). Morpheme #2 is The Promise. What is the company’s behavior delivering on the premise?

In PhilTake #21, we discussed how Chipotle inadvertently breached its promise when E. coli entered its food distribution system. Volkswagen’s issue was deliberate.

The German automaker has admitted that it cheated on federal air pollution tests to make its ‘Clean Diesel’ vehicles appear much more environmentally-friendly than they are. Its deception has destroyed the company’s reputation and resulted in more than 500 class-action lawsuits and criminal charges around the world. A year and a half later, the scandal shows no signs of slowing down.

Yes, the company delivered on its Promise. Unethically. Illegally. Irresponsibly. In doing so, Volkswagen violated the most powerful element of the Promise –Trust.

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