The next time someone tells you you’ve won award, maybe you should head the other direction.  Lately, awards seem hardly worth the trouble.

Let’s see.  At the MTV Music Awards, Kanye West took classlessness to a new level, and he spent the next two weeks (sort of) apologizing.  Meanwhile, in the “Don’t Do Me Any Favors” category, the Nobel Committee awarded an arguably undeserved Peace Prize to President Obama, who faced as much condemnation in his acceptance of the award as he would have faced in its rejection.  Oh, well.  I hear Oslo is nice in December, if you are into 18 hours of darkness a day and subfreezing temperatures.

Setting aside the occasional controversy, however, the real problem with awards is their ubiquity, and their insincerity. Beyond the high profile Nobels, Oscars, Emmys, Tonys,  Grammys, and Pulitzers you can add hundreds, if not thousands of local, regional, state, and industry awards covering practically every possible achievement in business, education, and the arts.

Well, here’s a dirty little marketing secret for you: most awards have a little bit to do with honoring the recipient and a lot to do with honoring (and promoting) the sponsor of the award.  When JDPowers hands out its gold medals to everything from speed boats to corporate relocation services to hospitals, it wants you to remember one thing above all: the name of JD Powers.  Nothing wrong with that, of course, but a little skepticism about who is handing out the award, and why, wouldn’t kill you. 

Maybe it’s just me, but isn’t the best award for any business a growing number of customers who generate revenue to invest in the business and reward the owners?  Instead of an award, work on providing a quality service or product.  Treat your customers and employees with respect, honesty, and integrity. Innovate.  And communicate.  You’ll win something more precious than any award: a sterling reputation.