In business In the world, decisions between right and wrong take myriad forms. Right and wrong are terms that may need further contextualization – a step-by-step balancing of right and wrong for the owner, the client, the customer.
There is ethical right and wrong, right and wrong in terms of the bottom line, and so on. Considerations of right and wrong are ever-present specters that hover over every decision. They are not easy to deal with, but not shying away from difficult decisions and tackling them with full commitment is vital to the integrity and values of the company.
The decision between what is right and what is easy is at the heart of the 1986 American crime film riversidethat presents a group of teenagers with an impossible decision that business owners can learn from.
riversidePartly inspired by a true crime, it tells the story of high school student Samson “John” Tollet (Daniel Roebuck) and his inexplicable murder of his girlfriend. He shows his victim's body to his circle of friends without remorse or emotion.
John's cold detachment is reflected in the film's suburban Northern California setting, painted in muted tones and dull blue shadows. Its grainy print quality makes the film a time capsule of arcade-era crime.
John's nihilism reflects the feelings of disillusioned youth of the time. His friends spend their time getting stoned, drinking stolen beer cans, and listening to thrash metal while listening to a Slayer-heavy soundtrack and dressing in supposedly grubby clothing of jeans and flannel. They embody society's perception of apathetic youth at the turn of the decade, who, due to their carelessness, care little about what is right.
“If you want to lower the barrel, son, I’m your friend.”
Unity and conflict resolution are fundamental paradigms that entrepreneurs must master when choosing between the right and the easy. riversideThe group's fragmentation is revealed early on, when recluse and sex doll drug dealer Feck (a characteristically manic Dennis Hopper) greets the teens at the door with a gun. Layne (Crispin Glover in an equally demented performance) asserts himself into a leadership position and talks him into good graces.
In business, promoting unity often leads to better decisions, even if it's not the easiest path. Your partners hopefully won't be waving loaded guns around, but they might insist on different positions than you.
Avoiding unrest is of utmost importance, especially in times of crisis. Decisions in dealing with a PR crisis can revolve around making amends, apologizing, and communicating transparently. You have to lead a whole village through the crisis, so it's important to have the whole team on board.
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“Okay, listen – we have a lot of people here.”
As the film opens, John leads his crew to the riverbed where his girlfriend lies dead and displays the body with gruesome inhumanity. In the desolation between the banks, next to the gray, rushing water, speed freak Layne suggests hiding the body there so it will never be found. In the world of business, it can be tempting to go for the easiest solution, even if it's the wrong one.
It is important for companies to stick to their core values in order to create transparency and trust, even if the path to get there is difficult and murky.
While some of the teens, including Matt (portrayed by Keanu Reeves), turn away while others remain silent out of fear, Layne's madcap leadership in the scene is a reminder that it is necessary to challenge leaders, even when it is difficult. Division is inevitable, but it should not stop those on the right. Unethical shortcuts are ubiquitous in the digital age. Modern practices such as buying followers to misrepresent popularity and other forms of astroturfing are disingenuous shortcuts that undermine an ethos of transparency.
Adhering to core values is not only morally right, but is often the right course of action for company management. A commitment to integrity and ethics will pay off in the long run, even if it requires more effort and resources.
“No sense of pride. No sense of loyalty. No sense of nothing, man.”
As disagreements within the group of degenerates grow, Layne is once again abandoned by Matt and Clarissa (Ione Skye) and regrets her betrayal. While it may seem easiest in the moment to put certain crises behind them or try to sweep them under the rug, companies that deviate from their core principles and integrity face even greater risks in the long run.
Although it can be difficult to confront the reality of a scandal, take responsibility and allocate resources to make things right, recovery is possible. If a company downplays or fails to address deficiencies, there is a risk that investors or customers will find out where the bodies are buried – hopefully unlike the riverside Gang, only metaphorically. If brands don't do this, they risk an irreparable loss of trust, the consequences of which can reverberate for years to come.
Brands need to show their loyalty not only in crisis management, but in every decision they make. This includes maintaining product integrity and avoiding sacrificing quality for the sake of short-term gains. It's also about navigating turbulence with new investments or technologies, showing transparency around finances and accurate accounting, and being honest with themselves when evaluating the ethical practices of potential or existing partners to ensure values alignment across the board.
Agreeing on a long-term vision and deciding what is right for the company, shareholders, customers and morally can pay off in the long run, no matter how difficult it may be in the moment.
