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Part I: The Premise
Chapter 1: Just the Facts
The Fine Print
The Business Case
Where’s the Beef?
Can You Hear Me Now?
The Core of Our Philosophy
Your Reputation Is Worth More Than You Think
Look at What Works, and Emulate it
Robert Owen and Scottish Millworkers
Milton Hershey and the Town That Chocolate Built
Ruminate on This
Chapter 2: Cows with Attitude
Where Does Contentment Begin?
Peach Limbs Don’t Grow on Oaks
You Get What You Expect to Get
Assumptions are a Two-Way Street: The Employees’ Perspective
What Employees Want: The Contented Cows’ View
The “Happy Curve”
A “Sticky” Variable
But Will They Be Contented Here?
Chick-fil-A: Never On Sunday
Contentability and Corporate Assimilation
The Proof Is in the People
Part II: Contented Cows are Committed
Chapter 3: The “Vision Thing”: Passengers or Crew
Burning Off the Fog
Making It Stick
“Moments of Truth”
High Expectations Beget High Performance
Chapter 4: The Path to Commitment
So How Do You Get People Committed?
1. What Is This Organization All About?
2. Where are We Going, and Why?
3. How Do We Plan to Get There?
4. How Do I Fit In?
Part III: Contented Cows are Cared About
Chapter 5: First You Feed the Troops
You Can’t Fake Caring
The Best of All Worlds at Incepture
Delta’s Gerald Grinstein—A Class Act
R-E-S-P-E-C-T at Plantronics Mexico
Safety Is No Accident at Alaska ...