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Balancing Humility and Recognition

Published Tuesday, March 01, 2005

Like most corporate actions, giving serves the bottom line. It does so because it is a demonstration of good will, and good will is the main criteria used by our publics to determine if they like us. In a market where the same services and products are available from multiple sources and where pricing is competitive, whether or not they like us has a lot to do with whether or not they do business with us. Hopefully most of us realize that making a show of good will is paradoxical. If we give money, time or resources in ...

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