Keeping Your Word

"Hi Mr. Santiago, I was waiting on the CD...was it mailed? Please let me know."

Originally, I wanted to write an article about how people never kept their word, and that people ought to take it more seriously and be more professional. It was going to be great, honestly, I swear. Then I got an e-mail about a CD I was supposed to have sent. Damnit. There was a mix-up, and it was sent to the wrong place. Anyone could have done it, a simple mistake, really.

However, the result is that I looked bad. Now, I'm not perfect, no one is. But, the truth of the matter is, on that occasion, I looked irresponsible and unprofessional, even worse, that I can't read a simple address. No, no one got killed, but I broke my word, and if one can't take you for your word - what then?

Over the course of my career, I've found that recently, especially among artists, that promises are made, and often broken. I am fully aware that you cannot rush the "creative process", and that "good things come to those who wait". I, however, am also fully aware that "time is money". The latter is usually what matters most, and is what should matter most to you, the artist. Money isn't everything, but it sure does pay for a whole lot. Art is life, but money feeds and clothes you.

When something is due, it is DUE, not five minutes from now, not next week (to paraphrase something I've read recently). I was going to make this great example here. Something to the effect of: what if Hydro-Quebec took an extra day to turn on your electricity, or what if Canada Post took an extra week in delivering your resume somewhere, how would you react? Not well I'm certain. But the more I thought about how to use these examples to make my wonderful point, I found there were two problems with it. Firstly, they are almost never late about those things - which is why they are as successful as they are. Secondly, they pretty much (though not completely) have a monopoly in their industry. The latter, once again, is the more important point.

Simply put, artists, unlike the Hydro-Quebecs and Canada Posts, are a dime-a-dozen, and a quarter-for-a-hundred on cheapie Tuesdays. If there is a job to be done, and one artist can't, there are dozens, if not hundreds of artists in the area willing to do it better, cheaper, and...listen for it, on time.

All this, just to bring me to the point that I originally wanted to make before I received that shameful, shameful e-mail, if you are late - you will lose that client forever, or at the very least, their trust. Success for an artist, is found where art meets commerce. The artist wants to create. The client wants good value for his dollar. If he receives his goods late, he will perceive his goods as less worthy no matter how good the artist perceives it to be. The client will take his hard earned cash and go somewhere else next time. Score one for your rival - you just drove business his way.

Let's say for arguments sake, that you don't think you will make a deadline, say. Tell your client, or whomever you have to, that you may not be able to meet your obligations. At least give everyone else a fighting chance to cover for you and make the best out of a situation. DON'T expect an extension, but perhaps you can get some help. DO expect to either take a cut in pay, or worse, have the job killed. Regardless of the outcome, you can conduct yourself in a professional manner, people WILL appreciate that. As much as good word spreads about good work, bad words spreads twice as fast and sticks ten times as long. Try to minimize the damage.

Speaking of which, I have to end this early, I have to hand deliver a CD halfway across town. I wouldn't want to trust Canada Post with something this important.

Originally appeared on www.imagemontreal.com, November 15, 2004.

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