Trust or Consequences

Introduction

We had principles when we were poor. . . we certainly have them today, when we’re successful.

—RAY KROC

It has been said that everyone has a book in him. People have urged me to write one for years, arguing that I’ve been a leader in the public relations field for a long time and had accumulated many wonderful stories and a bit of wisdom. Still, I avoided doing a book, in part because my shortcomings include a lack of discipline and the regimentation needed to get all those sentences to line up and march in an orderly manner across two hundred or so pages.

It turns out, though, that what I really needed was a push to get started. This push involved the corporate scandals that made headlines in the first three years of the twenty-first ...