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Reference: The Forbes Book of Great Business Letters
Perhaps, some of us may find it odd to look for advice from a time long past and often perceived as irrelevant to today’s challenges in the business world.

Residents in a western Massachusetts community decided in the 1780s to name their new town after Benjamin Franklin and to build a steeple in his honor. They asked him to send a bell to complement their meeting-house spire. Franklin, however, refused the request. Saying that sense was preferable over sound, he asked Dr. Price to purchase several books to start a library in Franklin.

According to The Forbes Book of Great Business Letters: “Sense being preferable to sound”–Benjamin Franklin to Dr. Price:

A self-made businessman of immense wealth, Benjamin Franklin set the standard for the American business ethic. Preaching the importance of hard work, prudence, and honesty, Franklin equated values of living well with being successful. He made his money as a printer and newspaper publisher, but he made his reputation as a philosopher, politician, diplomat, and scientist. These careers, too, were marked by the principles of his business ehtic, as reflected in the following letters in which he dispenses advice still relevant today.

Passy, March 18, 1785

My Dear Friend:

My nephew, Mr. Williams, will have the honour of delivering you this line. It is to request from you a list of a few good books to the value of about twenty-five pounds, such as are the most proper to inculcate principles of sound religion and just government. A new town in the State of Massachusetts having done me the honour of naming itself after me, and proposing to build a steeple to their meeting-house if I would give them a bell, I have advised the sparing themselves the expense of a steeple at present, and that they would accept of books instead of a bell, sense being preferable to sound. These are therefore intended as the commencement of a little parochial library for the use of a society of intelligence, respectable farmers such as our country people generally consist of. Besides your ouwn works, I would only mention, on the recommendation of my sister, Stennet’s Discourses on Personal Religion, which may be one book of the number, if you know it and approve it.

With the highest esteem and respect, I am ever, my dear friend, yours most affectionately….

Benjamin Franklin

Response from the present: Once again, Benjamin Franklin shows no inhibitions about sticking to those principles which he holds dear, even in spite of his own personal benefit. Where, pray tell, is this tone or action of great evidence in today’s business communications? How often do we actually go there?

It will be of no surprise to me to determine that the large majority of today’s business minded will choose to avoid offering so straight forward a response, even if it is attached to a friendly gesture.

Making every customer or individual your business interacts with just as important as your most important will ensure a level of customer service rivaled by no other!