John Agent owns a small agency focusing on commercial lines accounts. To start differentiating in the marketplace with integrity, what is the first step he should take?

• A. Involve his staff in preparing a comprehensive code of ethics they will all agree to live by and show to their clients.
• B. Hire a PR firm to promote integrity.
• C. Create a personal motto and advertise it widely.
• D. Wait for customers to notice and respond.

Answer: (A)

Establishing an ethical culture starts with creating and agreeing on a code of ethics that staff will live by and transparently share with clients. Involving the team in developing a comprehensive code sets clear expectations, provides a practical guide for daily decisions, and builds accountability, signaling to clients that integrity is practiced, not just promised. The other options miss this essential foundation: a PR firm promotes image without ensuring consistent behavior, a personal motto is a slogan without substance, and waiting for customers to notice is passive and won't build true trust.