Juggler's all balls are red
In 1975, the CEO of pharmaceutical giant Johnson&Johnson presented his executive team with exactly those challenges. He sent the team on a two-day retreat to discuss the founding document of their company, the J&J Credo, which had hung unheeded and yellowing on company walls for decades after it was penned by the company’s founder. The Credo outlines the company’s specific responsibilities to all its stakeholders, starting with its customers—the doctors, nurses, patients and mothers of sick children who buy the companies medicines—as well as its suppliers, employees, host communities and, finally, the company’s share owners. Toward the end of the meeting, one of J&J’s top executives summarized what he saw as the reality of corporate life. He said that being an executive in a large company was like being a circus juggler, attempting to keep five balls in the air simultaneously. Four of those balls were white (those representing customers, suppliers, employees and communiti...