“The more challenged you are, the more you have to have your values.”
— Jim Collins, management guru and author of Built to Last and Good to Great, in a Q&A in the current issue of Fortune. As he notes, companies like Procter & Gamble , General Electric , Johnson & Johnson , and IBM have an incredible fabric of values–underlying ideals that explain why the companies exist. Even more critical than what those values happen to be: that companies have core values to begin with, Collins says. – Jessica Shambora