Lesson Two
“Maybe we should rewrite the Dream” might be the most audacious thing I ever said to my boss, cofounder and CEO Fedele Bauccio—and in thirty years of working for him, I’ve said a lot.
Fedele had tasked me with putting together our “corporate social responsibility platform,” which may sound routine now, but this was 2004, and the term “CSR” wasn’t yet in the American business lexicon, never mind sustainability. He kept saying, “I don’t want it over here” (picture a passionate CEO showing his Italian roots by gesticulating in the air to his right); “I want it everywhere!” (arms circling as if he were doing the butterfly stroke).
What he meant was that he didn’t want our values-based ...
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