WWEMA Window: The Importance Of Character
By Henk-Jan van Ettekoven
When we talk about what’s important in this industry (or our lives, for that matter), several things come to mind — money, for one, can be a dominant stressor, whether that’s from increasing costs or pressures on profitability. Maintaining and adding talent is also problematic. Skills and hiring have reached a critical point. A large section of the workforce is aging and is likely to retire within the next 10 years, taking all of that hard-earned wisdom with them. Issues regarding competitiveness with many different industries (many of which are more exciting than water treatment) create a hiring dilemma, and there aren’t exactly replacements with the needed skills lining up around the block. Engaging and being relevant with the public is also on a lot of industry veterans’ minds, especially as we face new challenges like aging infrastructure, volatile worldwide political challenges, and the effect of climate change on pretty much everything we do. Political and environmental considerations are especially critical given our industry is on the leading edge of providing environmental solutions. While all those considerations are essential to weathering the highs and lows of a highly competitive industry, I want to bring the focus back to something crucial, no matter what industry you’re in — the importance of character.
Webster’s dictionary defines character, in this case, as “moral excellence and firmness.” So character is not only acting in a way commensurate with goodness and virtue, but character is also a commitment to stay that course. While we live in tumultuous times, and sometimes what’s good and right aren’t always starkly evident, I would be willing to argue that most of us can agree on what real character looks like. Character is following through on a promise, whether it’s easy to do so or not. Character is doing the right thing when no one is looking. Character knows the difference between cheapness and value.
A few years back, a colleague told me a story where he was involved in a conversation about what is important for a manufacturer to consider, and an engineer friend succinctly responded that “If you have to say the word ‘quality’ then you probably don’t have it.” The bottom line is, talk is cheap. True character leads with action — action that moves without being compelled to do so. Do what is right and fair willingly. By looking out for only selfish interests, the broader concern and more significant benefit of all parties are at risk. The bridge that allows you safe passage between satisfying your own interest and doing what’s best for all involved is character.
The sentiment holds when looked at from a business perspective as well. When competition is fierce, the temptation to become reactive and combative can be great. However, this perspective creates blinders that prevent seeing the big picture. When you’re busy looking over your shoulder and disproportionately focused on your own pressures, it is easy to lose sight of the very people you need to take care of. The irony is if a person (or business) can transcend their own circumstance and see beyond themselves, the very elements of sustainable success are right before their eyes. Truly take care of your customers and partners, and success will follow.
I am fortunate to be involved with the Water and Wastewater Equipment Manufacturers Association (WWEMA); the participating companies have a shared focus on decency and service. Over the years of association, I have observed and been challenged to emulate the integrity I see there. At the end of the day, many of us are robust competitors in the water market but have been able to work together shoulder-to-shoulder to increase knowledge and understanding of the water infrastructure challenges facing our nation and around the world. This common goal is the seed of integrity and character in motion.
What does it look like when businesses act with character? In the first place, they’re honest. In this context, the single-most helpful piece of age-old wisdom still holds: If it sounds too good to be true, it probably is. Secondly, be responsible. Yes, business should be competitive, but combative; short-sighted behavior doesn’t help anyone, not even the customers. If you cannot operate profitably to support your operation and your product fully, all you’re doing is setting a poor expectation and, in the long term, leaving the customer in a tough situation. When these principles of character are applied in business, the fact of the matter is everyone wins.
To be a business with character, you have to keep your promises. This doesn’t mean that issues don’t arise or that your operation has to be perfect. While we should always strive to do our best, snags are inevitable — we’re human, after all. But a business with character will do what is necessary to make things right. Sometimes, in the short run, character looks like you lost the battle, but I’ll tell you a secret: Character always wins the war.
As we move forward in this world, wondering what we should do, wondering how to prosper in good times and bad, remember the thing you should always do is do it right.
Henk-Jan van Ettekoven is President of HUBER Technology, Inc., located in Huntersville, NC. The company specializes in liquid/solid separation technologies and offers virtually the complete chain of screening, grit, and sludge handling processes. He is a member of the Water and Wastewater Equipment Manufacturer’s (WWEMA) Board of Directors and serves on the Association’s Investment Committee. For more information about WWEMA, go to www.wwema.org.