March 17, 2026

Business by the Book

Matthew 21:28-30 But what think ye? A certain man had two sons; and he came to the first, and said, Son, go work to day in my vineyard. He answered and said, I will not: but afterward he repented, and went. And he came to the second, and said likewise. And he answered and said, I go, sir: and went not.

“I go, sir,” but he didn’t. No amount of politeness covers up ones actions. The first son, the son who changed his course of action and did go to work in his father’s field, did not use any pleasantries, but the second son did. Now, we don’t know from this story if the second son ever intended to go to work in the field or not. He may have had good intentions and was side tracked by some unforeseen situation. Or, he may have known all along that he was not going to do that which he told his father he would do. It really does not matter, the end result is the same; he did not keep his word.

The phrase “form over substance” became vogue some years ago. It means that the way someone says something, or the way they look, or their personality in communication, is more important than what they do. The “form” of their appearance overrides the “substance” of their actions. Politicians, of necessity, exploit this tactic expertly. They have to, for there is no way to do all they promise. They are like the second son, Election Day promises are made, yet once in office reality comes to bear on those promises and they are not kept. Not only politicians, but business owners, managers, and all in leadership are prone to this idea of “form over substance.” 

Advertisers are wonderfully creative individuals. They have mastered the art of “selling the sizzle but not the steak.”  Perhaps that is why our population is so susceptible to accepting what people say and overlooking the fact that what they say does not translate into what they do. We have been conditioned to it.

Yet, however understanding we are as a citizenry, truly successful people know that in order to earn success, and maintain it, characteristics of honesty and integrity are required. The old saying, “You can fool some of the people some of the time, but you can’t fool all of the people all of the time” is true. Once in a while not doing that which is promised may be overlooked, but habitual failure to keep one’s word will greatly hinder success in any vocation.

In the long run, no matter how polite an individual is in their words, it is their works that count. If given the choice which is better: someone who uses no pleasantries but gets the job done or someone who is very polite but does not keep their word? This feeling of “It’s not what you said, but how you said it” is trouble. Ultimately the thing that counts is, “Did they do what they said they would do?”   This is what consumers, employees, and all citizens need, leaders who will just keep their word.

Dr. William Howe