I am being pretty generous by using “spam” and “good people” in the same line, but I am trying to be forgiving. As surprising as it may seem, there are instances where otherwise good people will do spammy things which tarnish their business hopes. I don’t mean the canned meat, SPAM®, either. I mean the spam that happens when people try anything to get your attention.

I view spam as a desperate attempt to be productive while using counterproductive means.

When I say that it is an otherwise good person, it is often simply because they don’t know any better. They get confused by so much hype about the Internet, and end up doing spammy things that tarnish their business hopes, and hurt their chances for successful business communication.

I was just looking at my lawn, and it inspired me. Yes, it sounds silly, but hear me out. I will tell you a story, and maybe even plant a seed or two about getting the most from your life … starting now!

I want to pose a thought of how one of the famously noted “Seven Deadly Sins” can be effectively used, in moderation, to improve your business and personal life.

This is a story of taking inventory of life and business, and I hope you will use it for your benefit. First, I will explain why I took a closer inventory in my front yard this morning.

Take just a moment and reflect on how your job evolved. Whether you are a business owner, manager, or just working your way up the totem pole, look at your career in a snapshot. It is uncommon for a career to move smoothly along its initial planned path, from start to finish. A business entity is no different in this respect.

Companies change a lot over time, and if the business evolution is just right, people are happy. The world is perfect, and you can look out your window to see pink unicorns kissing adorable puppies on the forehead. Business evolution should always be so perfect, but then the human resources department would have the additional job of giving out hugs instead of layoff notices; accounts payable would cheerfully add a bonus for the utility company; and the accounts receivable department would send chocolates with every delinquency notice.

Since it is usually not perfect, many disheartened business people will give up managing the evolution of their company and cruise along like a crash test dummy waiting for the impact.

If you are one of those people who expect social media favors because somebody owes you something, just stop it! If you like something and find value in it, share it with others or do whatever it is that you do with good information. Just don’t assume that it means people owe you anything.

In business, and in life, reciprocity is a wonderful thing. It feels good to do business with people who do business with you, right? You have probably heard the old saying, “You scratch my back, and I’ll scratch yours.”

A problem with reciprocity comes when people start doing things they would normally not do, only in hopes of demanding favors in return. It is nice to reciprocate, but this does not mean it is implied.

Let’s consider a trait that we can each benefit from, and most of us should work harder to achieve. I will tell it in personal terms, and then explain how it applies to marketing a business.

I am sure you must know somebody who makes you feel comfortable to talk with about anything you want to talk about. When I find myself encountering this rare-as-a-unicorn person who just wants to know about me, and the things I want, it almost feels awkward at first, but in a uniquely good way.

I am talking about those people who listen attentively and do more than just nod their head and yawn as you ramble, while waiting to assert their agenda. I mean the kind who draw you in and make you feel totally comfortable to want what you want, think what you think, and be who you are. You tell them things, because they actually show their interest in you.