Good Company: Business Success in the Worthiness Era

Laurie Bassi · Ed Frauenheim · Lawrence Costello

Sep 2011 · Berrett-Koehler Publishers

About this ebook

Laurie Bassi and her coauthors show that despite the dispiriting headlines, we are entering a more hopeful economic age. The authors call it the “Worthiness Era.” And in it, the good guys are poised to win. Good Company explains how this new era results from a convergence of forces, ranging from the explosion of online information sharing to the emergence of the ethical consumer and the arrival of civic-minded Millennials. Across the globe, people are choosing the companies in their lives in the same way they choose the guests they invite into their homes. They are demanding that companies be “good company.” Proof is in the numbers. The authors created the Good Company Index to take a systematic look at Fortune 100 companies’ records as employers, sellers, and stewards of society and the planet. The results were clear: worthiness pays off. Companies in the same industry with higher scores on the index—that is, companies that have behaved better—outperformed their peers in the stock market. And this is not some academic exercise: the authors have used principles of the index at their own investment firm to deliver market-beating results. Using a host of real-world examples, Bassi and company explain each aspect of corporate worthiness and describe how you can assess other companies with which you do business as a consumer, investor, or employee. This detailed guide will help you determine who the good guys are—those companies that are worthy of your time, your loyalty, and your money.

About the author

Laurie Bassi is CEO of McBassi & Company, a consulting firm that applies Good Company principles to help businesses improve their results. She also chairs Bassi Investments.

Ed Frauenheim is a journalist with fifteen years of experience writing about topics including technology, work, business, and education.

Larry Costello is the founder of the Lawrence Bradford Group and previously held top management positions at Campbell Soup Company, PepsiCo, Frito-Lay, and American Standard.