Ashley Madison – A broken marriage

Fundamentally Flawed

“Life is short. Have an affair.”– The slogan used by website Ashley Madison offering extramarital relations and a 100% guarantee of confidentiality.

The site, which prides itself on being the ‘world’s leading married dating service for discreet encounters’, has suffered from a recent hijacking from a group of hackers known as ‘Impact Team’, who gained access to over 30 million user details and subsequently released them online.

The identity theft of users’ personal details including sexual fantasies, has swept all hope of confidentiality away from the brand. Few who’d signed up to have an affair could be happy to have that particular portion of their moral code exposed to all.

Founded 13 years ago, the Ashley Madison website concept was fundamentally flawed from the start. A service promoting betrayal of a partner will have been considered by a large majority to be of such a low moral standard, anyone who signed up would get their just desserts.

Vision, Mission and Values

A reputation can be defined as “everything you say, everything you do and everything others say about you.” (Chartered Institute of Public Relations)

In order to build and maintain a sustainable reputation, it is key for an organisation to deliver their service focusing on a clear vision, supported by a mission and set of values.

Ashley Madison’s vision could be described as becoming the world leading service for extramarital relations and ensuring people have no regrets about having an affair. Their mission would simply be to provide guaranteed privacy, secrecy, confidentiality – call it what you will. Finally, some relevant values may include‘rigorous security’; ‘changing perceptions’ and ‘customer successes’.

The Theory Bit

Jane Jacobs, the author of the business publication ‘Systems of Survival’, details that in order to be a successful company there are a number of key precepts. Let’s consider two of the most important: respect contracts and be honest.

Following the clear breach of trust to keep data confidential, it is evident that Ashley Madison had little respect for their customers’ data when they entered into a contract with them, while the guarantee of anonymity was, in fact, far from honest. In the eyes of this particular commentator, Ashley Madison will clearly struggle to survive after breaking these values and contract.

A guarantee within a legal context is described as a pledge to be responsible for another’s debt or contractual performance if that other person does not pay or perform. This provides yet more evidence that Ashley Madison is a business on the ropes as it could also be bound legally to refund their customers for an inadequate performance relating to one of their values – rigorous security.

Broken Trust

The moral question here should really be how Ashley Madison can remain a functioning business with such a blatant disregard for people’s data?

The answer is, it can’t.

There is a clear association between personal relationships and business relationships – both are based on trust. Alas, trust can take years to gain, yet can be whipped away in a flash – the Ashley Madison fiasco a case in point.

Given the kryptonite nature of the data entrusted to them, Ashley Madison clearly did not do enough to protect it. The seemingly relative ease that private information of customers has been obtained and released into the public domain is alarming and completely conflicts with the company’s mission of guaranteed secrecy – hence, a reputation destroyed, broken families and now two suicide cases.

DivorceThe trust between this business and its customers has been obliterated and it is hard to see this particular relationship not ending in divorce proceedings.

Ashley Madison’s slogan has become rather apt – “life is short”