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Just Good Business by Kellie McElhaney

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10 MAKE A PLAN

In the world we are now entering, it is not only the mindset of multinational businesses that needs to change, but the skill set of the people we employ. Corporate social responsibility—having a positive impact on society—is no longer an optional add-on. It is an integral part of business strategy and business practice.

—Patrick Cescau, group president, Unilever

When you make a plan, you greatly increase the probability of actually getting something done.

Here is a story called the Baby Parable: One day, four women were walking along a river in the woods. Suddenly, they came to a clearing and saw an onslaught of babies drowning in the river. Of course, the women were immediately catapulted into action. However, each woman ...

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