Go Ahead and Play — We Trust You

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Scottish courses build trust by extending it to golfers

A story about the “honor system” adopted by golf courses in Scotland caught my eye, says HOW contributor Dov Seidman. The courses allow golfers to pay green fees by dropping payment into an unmonitored box. The policy reflects the core traditions and values of golf: the qualities of honesty and integrity that have shaped the sport. And companies can learn a lot from the honor system.

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It’s Not (Just) About the Soup

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Campbell CEO inspires employees to spur performance

In these troubled times, I’m inspired by leaders who are inspiring employees to reach new levels of success, says HOW contributor Dov Seidman. That’s why I was struck by the words of Douglas Conant, CEO of Campbell Soup Co., in a recent story. Conant has hit upon something that is essential for any organization: People that are actively engaged help move the organization forward.

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Indonesia Tries Honesty Policy to Rebuild Trust

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Country's honesty cafes forge deeper connections, loyalty

Years ago, I heard about an unusual doughnut vendor who asked people to pay what they owed, and make change for themselves, says HOW contributor Dov Seidman. The practice told his customers that he trusted them to be honest. Indonesia’s cashier-free “honesty cafes” do the same thing. The best way to rebuild trust is to extend trust to others.

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For GM, Culture Should Be Job One

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Corporate culture is GM’s source of sustainable value

GM has been in the headlines lately for how they operate. Critics cite their "insular" culture as being out of touch, and the government is demanding that GM transform its corporate culture to become more competitive. That's why GM's leaders should think about leaning into the source of sustainable value in the world of 21st century business: corporate culture, says Dov Seidman.

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It’s Quality, Not Quantity


Mats Lederhausen,
HOW Online contributor
What fast-food king McDonald's can teach us about recovery

"With all the news coverage today on financial mismanagement, I can tell you from first-hand experience that there is one company that continues to prosper amid all the chaos — and I think it is worth trying to understand why," says HOW Online contributor Mats Lederhausen. The company? McDonald's, where he spent much of his career.

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The Green Future of ‘The New GM’


Joel Makower,
HOW Online contributor
There are "green" rays of hope amid the corporate carnage

What will General Motors' bankruptcy filing mean to the environmental community? asks HOW contributor Joel Makower. While it will take some time to see whether and how "The New GM" will survive, there are rays of hope. And while the cynics may deride this new GM as "Government Motors," in the coming years, it actually could stand for "Greener Mobility."

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When the Corporate Culture Goes Wrong

"People need to know why their jobs are important, that they can be part of the team improving the experience for customers."

The key to engaging workers is building a strong culture

After Domino’s recent food-preparation scandal, “the company is pondering how to reassure customers that such things cannot happen in their kitchens again,” says Mallen Baker in an Ethical Corporation story. So how should a company build a culture of commitment to great service? The answer involves empowering employees to take more responsibility.

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Can a Company Care?

Companies that say they care need to behave that way

Companies have long marketed themselves as friends and neighbors, but can companies care? Smart businesses are driven by an ethic of service that generates loyalty and creates powerful competitive advantage. But those who say they care create high expectations that they had better meet, says HOW contributor Marc Gunther.

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Winning in an Age of Radical Transparency

"The new transparency climate awards major points in reputation and image to companies willing to be more open — and penalizes those that dig in their heels."

Companies need to be more open — or face consequences

A movement toward fuller market transparency is affecting consumer goods and the companies that produce them, as ecological impacts matter now more than ever, says Daniel Goleman in a Leading Green story. So leaders need to be informed about what’s being said online about their products, and companies need to deeply engage with their communities.

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Rebuilding Brand Trust During Crisis

"The financial mess is a perfect opportunity for brands to make sure they are giving customers what they really want."
Jeff Swartz
CEO, Timberland

A chance to reconnect with disillusioned consumers

While many leaders are worried about the massive social fallout from the financial crisis, others are seeing the downturn as a big opportunity. The crisis gives brands with a social message the chance to bring disillusioned customers back into the fray by campaigning on important social and environmental issues, says Ethical Corporation in a recent story.

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