Cover page by Fred Kiel, Doug Lennick

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Chapter 10. Leading Large Organizations

The Fabric of Values

It is a blazing summer day outside the conference room in Sedona, where American Express executives Dave Edwards and Brenda Blake have gathered their two teams of international managers. Brenda is stepping to the podium to roll out the company's two new corporate values. Amex had long espoused six values; now it has eight. For the past two weeks, Brenda has been pondering how to make the values memorable so that people will be more likely to practice them.

She has decided to group the values into three categories—moral values, social values, and business values. Pushing aside her concerns about how her audience will react, she reminds them that success depends on a clear sense of what ...

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