CHAPTER 6

A New Behavioral Contract

 

Mensch, n. a person of integrity and honor.

In June 1996, the pages of Life magazine carried a shocking image of a 12-year-old Pakistani boy, Tariq, sitting on a dirt floor, carefully sewing, while surrounded by incriminating evidence: soccer balls emblazoned with the iconic Nike swoosh. It was an image that shook the company and the world. Nike was a respected, beloved business, assumed by its millions of global customers to be one of the good guys. Yet here was evidence, in living color, that its soccer balls were being made by children. The article that accompanied the image was damning, alleging that children like Tariq were working 60 hours a week while earning as little as 60 cents a day.

Over the previous ...

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