Paul Nicklen, photographer for National Geographic, states in his TED talk of March 2011 that National Geographic reminds him quite frequently, “We publish pictures not excuses.” As business people, we can only sell our products, not excuses. We can only sell our services, not excuses.
The growth and survival of our companies depend on this tenant. In fact, many companies over the years have unfortunately found that excuses kill. Sometimes excuses are the inability to see the changes before their eyes. Example in an eerily related industry: Kodak. Film cameras and film have all but ceased to exist. The successful slogan “Kodak moment” so well marketed, disappeared from the viewfinder, and they must shudder at their lack of vision. (Pardon all the puns.) They have no excuse. Their pictures go unpublished.
This week, IBM has had to retrench in a flurry of unexcused excuses. An Apple? Oh, golly our loyalties are fleeting, and trending shorter.
All the more reason to keep in mind that you can only publish pictures, not excuses, and if you don’t — perish.