Chapter 3. Who’s Tops—and Who’s Not?


You can’t build your reputation on what you’re going to do.


If you were asked to name two or three companies that you most respect, trust, and admire, which companies would you put on your short list? Would you name a huge company like General Electric? Or a small company like Bang & Olufsen? A computer company like IBM, or the Internet auctioneer eBay? Would the companies be American or Japanese, German or Dutch, French, Danish, or Italian? The maker of your television set (Sony), the coffee retailer who sells you your café latte (Starbucks?), or the company whose name probably first pops up when you turn on your laptop (probably Microsoft)?

Questions like these are interesting to think about ...

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