Making the Right Decision: DSEF Launches Ethics Teaching
Notes
http://w w w .dsef.org/2012/07/18/making-the-right-decision-dsef-launches-ethics-teaching-notes/
July 19, 2012
“Many things in life may not be illegal, but that doesn’t
mean they are right,” says Dan Moore, President of
Southwestern Advantage. “Anyone will do the right thing
under inspection, but training and engagement with
proper business ethics helps people make the right
decisions when no one is watching.”
To give the academic community—and direct selling
executives—comprehensive tools to facilitate teaching
ethical decision making, DSEF just launched the first
three online modules of the seven-module Ethics
Teaching Notes: A Turnkey Approach for Talking About
Ethics.
DSEF Senior Program Director Bettie Smith says the materials, developed by Dr. Larry Chonko, The
Thomas McMahon Professor in Business Ethics at The University of Texas at Arlington, are an
outstanding resource that expands beyond the ethical principles outlined in the Direct Selling
Association’s Code of Ethics. Smith says educating the public about the direct selling industry’s
commitment to ethics is one of the Foundation’s key initiatives.
“Ethical conduct protects the interest of both consumers and sellers,” she says. “Executives and
educators will appreciate the easy-to-use modules that facilitate various approaches to discussing
ethical issues such as business and personal integrity, honesty, managing conflict and the importance
of building and maintaining a foundation of trust among business, regulators and consumers.”
Chonko, a longtime advocate for the direct selling industry and the 2004 DSEF Circle of Honor award
recipient, had a primary goal for the Ethics Teaching Notes: to stress the fact that ethics really is about
decision-making. “It’s much more than just simply a collection of platitudes,” he says.
The material, which includes seven modules of teaching notes and PowerPoint presentations, is
designed to minimize preparation for leading classroom discussions on business ethics, and includes
a comprehensive overview of DSA’s Code of Ethics and the direct selling industry. Chonko envisions
the modules being used in a variety of academic settings.
“The material is decision-making focused rather than strictly ethics focused,” Chonko says. “I hope it
will be applied in all sorts of academic settings, and not just business classes.”
For direct selling executives, the material can be used to supplement DSEF’s Ethics Video Vignettes,
developed to illustrate elements of DSA’s Code of Ethics that direct sellers face every day. “What I
tried to do, particularly in the ‘Decision-Making: When Ethics Are in Play’ module, is to use those
videos to segue into talking about what decisions are important and how to make decisions,” says
Chonko. “Things like long-term considerations are much more important than the short-term sale. And
that feeds into things that an organization can do from a training perspective.”
Moore, a long-time supporter of DSEF and member of its Board of Directors, participated in the initial
conference calls for planning and refining the ethics materials. “Larry’s materials are beautifully put
together, vividly illustrated, well-researched and of relevance to every student, whether interested in
direct selling or not,” he says. “He uses true examples and historical cases to stimulate thought and
discussion of the principles of business ethics.
“Because of his long and decorated experience as one of the world’s top lecturers in sales and
entrepreneurship, Larry understands how to present information so that students engage both mentally
and emotionally.” Moore continues, “This program is designed using that expertise, and would enable
even a less-seasoned presenter to have a deep impact on the class.”
Moore believes that because direct selling is a personal business, the one-to-one interactions between
direct seller and customer—or leader and representative—take on a personal dimension that must be
respected.
“For our industry, adhering to the highest standards of ethical behavior is necessary, partly for
defensive reasons: many unscrupulous operators do NOT adhere to them, and we need to distance
ourselves from them,” he says. “But the most important reason is because ethical conduct and behavior
appeal to the highest sense of goodness in people, and those of us who have spent our lives in direct
selling are already convicted of the good that we do for others. Transferring that conviction to newer
people, and helping them feel the lift and inspiration that come from doing what’s right, is the key to our
future impact and future prosperity.”