• by Cory Treffiletti , Featured Contributor, January 5, 2011

The most important thing I ever learned I learned in kindergarten: Treat people as you would like to be treated, and good things will happen.

2011 is hyping itself as a year of really good things for our business.  All the research companies are predicting online advertising to continue to grow, and the economic indicators seem to point to more M&A activity for our industry.  I have high hopes for all of these predictions to be realized, but I also hope we maintain a climate of personal integrity in our business as it continues to grow.

It's been a fun ride over the last 16-18 years.  Many millionaires have been made as a result of hard work and good fortune -- but one of the factors that make it so enjoyable to be a part of this business is the honesty and integrity inherent in the people that drive it.  The Internet media business thrives and grows because of a culture of openness and integrity that was established at the outset.  

Ideas are developed and shared, and the "open source" climate further feeds the seeds of growth.  There are certainly some instances of revolutionary development, where someone not involved in the business developed an idea, but the majority of intelligence is developed via an evolutionary model -- and that is a very important element to maintain as the business continues to grow.

That personal integrity and genuine passion for the business is what makes so many of these industry leaders accessible people, and truly deserving of the rewards they have received.  I was reminded of this over the last month when I reached out to some very successful industry pioneers and asked them to tell their stories. There was no pretentiousness at play; these people didn't need to speak with me, but their willingness and openness was very refreshing and made me feel great as we enter into the new decade.

In the early days this integrity came from an openness that no other industry had seen before.  The industry was populated with young people who were genuinely excited about the business and the opportunities it afforded.  Of course the lack of experience also came hand in hand with a naiveté that was endearing to many and risky for others.  Some IP was shared and lost, but for the most part, credit was given where credit was due.

I've felt that this sense of integrity has been successfully maintained through the years. Just 10 years ago we saw the business tumble as the bubble burst, and I predicted a "renaissance" for the Internet ad business. It looks like I was right!  The business recovered and grew beyond anyone's wildest expectations, and now we're poised to continue that growth.

So why am I talking about this now?  I bring it up because as we enter a new decade and a new phase of growth for the business, I want to remind you that you can accomplish nothing by yourself.  You need to rely on the people around you: your colleagues, your personal network, people you know and people you haven't met yet. 

Each person you interact with is a potential partner in the business and in your career.  These are people you will meet again sometime down the road, and a positive relationship will always come back to you in a positive way.  You should always take the time to return calls and emails, meet with people face to face and take the time to treat others as you would like to be treated. 

Whether they're an industry vet looking for your insight or a newbie looking for advice, these people are important and your interaction could create an idea or lead to a development that powers the next 20 years.  At the very least, your experiences can lead someone else to a better place in a shorter period of time than if they'd done it all by themselves.  For that, the universe will reward you.

I joke sometimes that the universe is always giving you hints as to what you should be doing.  Some people call it karma, some people call it dumb luck.  I call it the power of integrity.   Integrity is defined as "adherence to moral and ethical principles; honesty; the state of being whole or undiminished."  I see the culture of sharing ideas and treating people in a positive manner as core to the personal integrity that drives this business. 

Of course there are some people who'll say I've been in California too long or that none of what I'm saying makes sense.  To those people I say, "Let's just see what happens."

So for 2011, I wish you all the best: the best relationships, the best ideas and the best path towards personal integrity and success!  Cheers,everyone!