Helping Quality Sell

There are certain axioms in life that cannot be stated often enough. These include such truisms as "When the student is ready, the teacher will appear" and "If you add to the truth, you subtract from it." These and others speak to various aspects of life in ways I believe many of us can relate. There is one phrase I would love seeing listed as an axiom but, alas, reality tells me it will never happen. It is "quality sells." This phrase is short, to the point and speaks volumes. It directly relates to the practice of communication, particularly in these times when there seems to be as much emphasis on presentation as on substance. The thinking is if a product, and this can include a person, is packaged properly, then people will not so much notice its defects or limitations. The result is something does not have to be of the highest quality in order to be successful.


The hard truth, then, is that quality does not always sell - at least by itself. By "sell," I do not necessarily mean turn a profit or attain a high degree of popularity. Obviously, they are valid measures of success. Rather, I am talking about recognition or acknowledgement that a strong effort has been made with results solid enough to withstand challenge or questioning. How often, for example, have any of us seen co-workers or colleagues put forth efforts of quality only to be passed over by others who are more flashy and demonstrative, yet whose work is of lesser benefit? In my years as a professional right up to my final days before retirement, far too often did such a hard truth cross my line of vision.


It would seem, then, that quality sometimes needs its own amount of packaging, too. Professional communicators can play a key role here. By being constantly on the look-out for people, ideas and even innovations of substance, they can help bring attention to that which otherwise might be overlooked. While it is part of the communicator's job to put much effort into the presentation of a product, they can be doing their client, organization  and even society much good by making sure what they are striving to "sell" is actually as good as the say it is. Further, they can also focus on championing that which does not always catch the attention of those in positions of influence.