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So what becomes of our individual privacy and anonymity in a world where there is an Internet-ready device at every turn we make. Aren’t we being bombarded with enough information and advertising as it is? Are car manufacturers going to “eavesdrop” on our weekend getaways? And who’s going to know that I rode an elevator in Chicago last Thursday afternoon? Is “somebody out there” going to know every TV show-watch? Are we marching toward a privacy nightmare or a service and convenience dream? What is going to keep the car manufacturer from selling your whereabouts to other vendors, or even letting it fall into the hands of sophisticated robbers who could drop by your house while you’re spending the weekend in the mountains?

The potential of all these technologies is endless and so is the potential to abuse it. That’s why the federal government needs to step in and proactively write comprehensive privacy legislation. Consumers must be given full control over their personal information including the ability to review, modify, or delete all information stored about them. At the same time, the goal should not be to control and dictate how organizations use the information they collect (beyond the obvious need to protect the privacy of children, for example). Instead, legislation needs to be focused on organizations’ ability to collect and use information without the explicit approval and awareness of their customers and members. Only by requiring companies to comply with opt-in and full-disclosure principles can we realize the potential of new and exciting services.

What engaged companies are realizing is that privacy is not some heavy burden that they should consider a threat. On the contrary, it’s good for business. A privacy orientation builds relationship capital through the trust it establishes with customers. It forces your organization to focus its systems and procedures on the customer. It maintains brand equity by avoiding the negative feelings and publicity associated

with privacy violations and it demonstrates leadership. Finally, and most important, it is the right thing to do by your customers.

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