Not responsible

There's a familiar sign on the highways that's as much a sad symbol of a societal trend, as it is an admonition.

Check the back of any dump truck or similar construction vehicle speeding down the road these days, and you're likely to find a warning that directs those traveling behind to "Stay back 300 feet. Not responsible for broken windshields (or, in some cases 'damage')!"

Ignore, for a moment, the fact that you have to be within 30 feet to actually read the small type on the sign. (Wouldn't you like some lawyer with nothing better to do to take that one to court?) Isn't it interesting that the solution identified by the owners of the trucks bearing these signs is not to make them less likely to leak rocks or other debris, but rather to put the responsibility on the saps who happen to share the highway with these behemoths?

Now, warning labels absolving companies from responsibility can be found on everything from baseball tickets (Foul ball conk you on the noggin? Too bad for you.) to restaurants that warn against ordering undercooked meats. But this would seem to be a first where an industry puts you on notice that if you exist in their space and are harmed, the fault is yours.

Imagine such a warning in other parts of life. Would you hire a new employee who says, "Stay out of my way, and nobody gets hurt?" Or patronize a physician who makes you sign a waiver against infections you "might acquire during a visit to our office?" Or eat at an establishment where the menu says, "We do our best to make certain our food doesn't spoil, but..."

Of course not. But society is getting so litigation-conscious about everything, that the default reaction is to run from responsibility...any responsibility.

Not exactly a brand builder, is it? So what's the alternative for communicators?

• Create and tout a meaningful statement of corporate responsibility. Not exactly a guarantee, or a mission, this statement should make it clear what clients/customers can expect from you, and what you expect from them in the relationship. Short, declarative sentences with strong, no-nonsense words will make the point quite clearly.
• Push for an internal pledge of service that has teeth. It's not enough to say, "The customer (internal or external) is always right." You have to match the expectation with the reason or the risk/reward. "We'll hit deadlines for each other, because if we don't our competition will," is a for instance.
• Strategically reinforce your personal commitment to service. There's nothing wrong with peppering your delivery of projects with phrases like, "As promised, here's X." It's not bragging; it's branding.

Whether or not your industry has slid into the "not my fault" morass, take a stand and publicly take responsibility for excellence. Do it strategically - and consistently deliver on the pledge - and you'll make yourself stand out...from 300 feet and beyond.