The Book

“Corporations have no choice but to rethink their values and behaviors – for the better. If you’re going to be naked, you’d better be buff!”

“Today’s economy depends on knowledge, human intelligence, agility, and relationships inside and outside the firm. The fuel is information, and the lubricant is trust.”

“The Malboro Man was the advertising personification of clean living and rugged American values. But he was a lie. David Millar, Jr., the original Marlboro Man, died of emphysema in 1987.”

We are entering an extraordinary age of transparency, where businesses must for the first time make themselves clearly visible to shareholders, customers, employees, partners, and society. Financial data, employee grievances, internal memos, environmental disasters, product weaknesses, international protests, scandals and policies, good news and bad; all can be seen by anyone who knows where to look. Welcome to the world of the naked corporation. Transparency is revolutionizing every aspect of our economy and its industries and forcing firms to rethink their fundamental values.

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