This article looks at Apple's recent foray into credit cards, one that resulted in embarrassment after a man was given 20 times more credit than his wife, despite sharing all property and income. According to the author, "Ultimately, Apple learned a critical lesson from this experience. User buy-in cannot end with compliance with rules. It requires ethics, constantly asking how to protect, fight for, and empower users, regardless of what the law says. These strategies contribute to perceptions of trust." I have my doubts that Apple learned any lesson at all. But the story does underline the need today for companies to 'lead with ethics'. "In our more global, diverse, and rapidly-changing world, ethics may be embodied by the platinum rule: Do unto others as they would want done to them."
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