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by James Robertson.
Original Post: What is Your Company?
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Doc Searls makes a good point about corporate "soul":
Companies have souls. I said that in a speech I gave to a retailing conference in Lucerne on September 20, 2000, not long after Cluetrain came out. They have human purposes that transcend mere economics. These purposes have little to do with short-term opportunities, and nothing to do with cashing out or starting another business. For example, Nordstrom has the soul of a shoe store. Wal-Mart has the soul of a five-and-dime. (Something Lee Scott, the CEO of Wal-Mart, told me after attending that very speech - and agreeing with it.)
He then explains how far Starbucks has wandered from theirs. Go to Doc's site for the particulars; he explains it better than I'll recap. The question I have is this: Do you know what kind of soul your company has, and is it staying close it?
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