Back to Volume 11
	Corporate and Public Trust By David Finn

"How harsh are thorns to pears! and yet they make A better hedge, and need lesse reparation. How smooth are silks compared with a stake, Or with a stone? Yet make no good foundation." - George Herbert

We decided to devote the articles in this issue of MOVE! to the subject of Corporate and Public Trust, a subject we think is especially timely. We chose our Thought & Image, however, to point out that the need for corporate and public trust is historic as well as contemporary. The face of the fifth century B.C. Greek sculpture The Discus Thrower shows a man who is trusted by the public to be completely honest while doing his best to win a competition. The quotation from the seventeenth century English poet George Herbert reminds us that people need to trust others to make reliable objects for public use rather than fancy things that might be more appealing.

Kathy Bloomgarden points out in her article on Trusted Leadership that the recent surge of corporate scandals has created a new priority for top executives to win public respect. She gives examples of corporate executives who believe that social responsibility, values, and integrity are as important as achieving financial goals. She points out that leaders who create trust are the ones most likely to achieve long-term goals.

Navigating toward corporate citizenship is the subject of Andrea Bonime-Blanc's article, The Ethics Storm. We are witnessing, she writes, the downfall of the "imperial CEO," and experiencing a Virtual Revolution, which includes the democratization of information and the development of corporate citizenship. She ends with creative images that show how harmony can be created out of the potential chaos of the real world.

In Tourism, a Tool for Sustainable Development, Gail Moaney interviews Lelei LeLaulu, President of Counterpart International. Mr. Lelaulu does not believe there is poverty, ignorance, and disability — there is simply a lack of access to credit. He feels that sustainable tourism can bring security to many countries around the world. He praises "ethical archeology in Central America" and "peace dividends" in post-conflict areas.

In the article entitled Doing Good Because it's Good to Do, I refer to CEOs who feel it is appropriate to devote their resources to make a better world. Thus J. Irwin Miller, the CEO of Cummins Engine, commissioned worldfamous architects to design buildings in Columbus, Indiana. I describe the activities of other successful businessmen who have dedicated public commitments and contributed to social good in different ways.

Marty McGough describes innovative and thoughtful approaches to Measuring Trust. He begins by identifying through focus groups of top executives as well as research among external stakeholders the attributes that are unique to a firm. After defining messages and developing communication activities, results can be tracked through surveys. An effective program for CISA, a communitybased organization, is described in detail.

In The Business of Green, Lisa Duszak Novak points out that green business is not an oxymoron. Companies can work toward saving our planet as well as achieving competitive advantage. Some develop a double or triple bottom line to measure financial, environmental, and social performance. Effective communications can help recruit idealistic employees and demonstrate that ethics and economics are not inconsistent.

In the article entitled You're Fired, Emmanuel Tchividjian points out that losing a job can be a traumatic experience for the employee, as well as family and friends. Firing people can also affect a company's reputation. A sensitive and respectful explanation by the employer can be helpful, as can an appropriate severance package and even help in finding new jobs. Also, the concept of forgiveness should never be forgotten.

Anne Glauber tells the remarkable story in The New Social Consciousness of Business about how baskets made by poverty-stricken Rwandan women became a remarkable commercial success in Macy's. This is one of many examples of a new wave of social activism described in the article. A survey of American women showed that 87% would be more likely to purchase products if they knew how they impacted someone's life.

In the interview with George Braziller, one of the great publishers of our time who recently celebrated his 90th birthday, he says that he had little formal education. He started his own publishing company at an early age, and his lifelong passion for great books has made him and his company famous. He has published many successful books, but has always placed cultural and intellectual values higher than financial return.

Robert Ferris presents The Case for Corporate Transparency in his article. He describes the pros and cons of short-term and long-term projections when public companies provide their financial reports. These projections have been popular for many years but recently companies have been backing away from them. He examines the effect of this new trend on corporate transparency.