Positive Power of Principled Profit
Volume 4, Number 8—April, 2007

Positive Power Spotlight: Cummins Inc.

Only 11 companies have been on the Business Ethics Magazine (renamed CRO Magazine last year) annual list of 100 Best Corporate Citizens in the United States every year since the list's inception. One of those is Diesel manufacturer Cummins Inc.

Amazingly enough, when I checked for the usual scathing critiques of the company, I couldn't find any in the first two pages of a Google search. Instead, I found, among other things, an article about how the company is excited to be leading the way with low-sulfur, environmentally friendly Diesel fuel (an initiative announced by the EPA during a Cummins plant tour!).

The company also gains points for being willing to market its achievements in ethics and sustainability, and for becoming more profitable as it aligns with higher principles. This quote from Cummins Chairman and Chief Executive Officer Tim Solso is taken from the press release about its inclusion on the 100 list:

"The last three years have been the most profitable in Cummins' history, but we're especially proud of the fact that we have been able to produce those results while remaining true to our core values of ethical business behavior and corporate social responsibility.

"We pride ourselves on operating under a set of values that emphasizes integrity, innovation, delivering superior results, corporate responsibility, diversity and global involvement. This recognition is further validation of the terrific work being done by Cummins employees worldwide every day."

Linked prominently from the http://www.cummins.com home page, the company's sustainability report is easy to download from the website, and stresses not only areas such as integrity, delivering superior results, and diversity--all key drivers of success, as outlined in my award-winning sixth book, Principled Profit: Marketing That Puts People First--but also achievements in such areas as alternative fuels for power generation and pollution control products. It also identifies a wide range of stakeholders, including residents of the communities where it operates (who benefit from education and training initiatives, among other things) as well as customers. Oh yes, and climate change is addressed directly (remember this is a manufacturer of Diesel engines).

Refreshing, too, is the prominent attention the report gives to corporate governance and codes of conduct--not only for itself *but for its suppliers.*

Another Recommended Book: Simpleololgy by Mark Joyner

I've been having a fascinating private email conversation with Internet marketing legend and superstar author Mark Joyner. Mark bought a copy of Principled Profit: Marketing That Puts People First a couple of years ago, gave me a ringing endorsement, and then asked me to contribute an essay for his bestselling "The Great Formula." Since I've been an admirer of his for many years, I was happy to oblige.

The last few weeks, as he's been gearing up his latest launch, we've been discussing the application of business thinking to social change, prospects for Middle East peace, and all sorts of other stuff. It's been fun.

And it's great to see another one of the marketing gurus who comes at this with both a solid understanding of business and a clear desire to leave the world better than he found it. (I can name a few others, too--I'm even thinking of starting a discussion group for socially conscious marketers.)

I've just finished reading his latest book, "Simpleology: The Simple Science of Getting What You Want." While his earlier books were mostly focused on practical, hands-on application of marketing theory, this book is different. It's Mark's unique twist to take that same practical eye for theory, and cross it with the scientific method and your personal power to achieve your goals.

Goal achievement is a very popular topic lately, as witness the movie/book "The Secret," Jack Canfield's excellent "The success Principles," and a gajillion others. But Mark being Mark, his is rather different. In fact, he spends some time tearing down the movie "What the Bleep," because in his view, it doesn't begin to substantiate its claims. And he's got a wonderful exercise in the back that proves action brings you closer to your goal than simply trying to manifest it.

Whether you agree with it all (I don't, though I do agree with most of it) or not, it's a very worthy read. And I am especially interested in how to take these concepts and use them to create a more peaceful world.

During the launch phase, Mark has also gotten a whole bunch of smart marketers to toss in some amazing number of bonuses--yours when you buy the book. I've submitted a bonus, and if you send me your receipt, I'll send an extra one--my essay that Mark used in "The Great Formula" (like this one, published by Wiley).