In the midst of a revolution to reform or defund the police, there wasn’t much support for the good men and women in law enforcement. The focus was almost exclusively on the bad actors, and lots suggested that all police are bad.

There is no profession without bad apples. From education to law to medicine and everything in-between, there will always be those who betray their profession through egregious behavior.

Today you can argue with anything–even facts–but it is harder to argue with experience. My experience might not be the same as your’s, but if I’m honest, I’m reporting what really happened. My experience is that some of the finest people I’ve met have been in law enforcement and a few have become good friends I’ve also met some jerks. It isn’t an either/or but and: there are the good and the bad.

Egard is watch company that has a high regard for police officers, and when it was most risky to communicate that fact, they released a moving advertisement about the good men and women in blue. They made no excuses for the bad, but focused on and thanked the good.

I was so moved that I went to their website. I don’t usually wear a watch because I don’t like anything on my wrist. Of course there are times when I need to wear a watch, but I have plenty of watches I’ve already collected over the years.

Yet I ordered a watch from Egard. Their product looked great and to me at least offered a good value.

But the reason I bought the watch was because I wanted to support a company with similar values. Add to that a company that is brave enough to stand for something when the price of doing so is high.

I hope by now you’ve realized that regardless of how you or I feel about law enforcement, that’s not the primary point (although the context of this piece gives you insights into what I value). It is about how we connect with others, and how good advertising is authentic, value based and sometimes risky.

We pull punches not to alienate anyone, and yet those who would be alienated are usually not our potential customers anyhow.

Be clear what’s important to you and your business and you will attract those who share similar values and commitments.

I bought a watch I didn’t really need, but that I wanted to buy because of the emotional connection to the maker.

Mark Sanborn is an award winning speaker and Leadership Expert in Residence at High Point University, the Premier Life Skills University. For more information about his work, visit www.marksanborn.com. He also teaches professional speakers and leaders how to increase their messaging and public speaking effectiveness. Learn more here.