For future – who knows? But it is clear that much of movement on way up was not based on fundamental analysis of businesses concerned but on public going with flow. As companies are examined more closely in light of failure of others we can expect prices to move in longer term back to more sensible levels.

But for company itself, does all this matter? What of company as an entity in itself, as opposed to individuals within it? Does stock market price matter?

To directors and employees on bonuses related to price of course it matters. To individual shareholders of course it matters. To potential shareholders (by way of IPOs or bonuses) of course it matters. But to business itself?

Does a higher stock market price increase profits? No, it does not.

Does a higher price provide higher salaries for employees. No, it does not.

If company is sold it is shareholders who profit, not company as such.

But of course we know answer. The stock price does matter to company. It matters in same way as bank’s valuation of an individual’s small business matters to him. A higher price makes it easier or cheaper for company to borrow money. And only reason for company to borrow money is to enable it to reinvest to enable it to further increase its profits. If it does not increase profits by borrowing then it should not be borrowing. We are back once again to profits.

So where is this all leading? Why is all this of interest to managers and employees? What lessons are there for self employed and those working in small private businesses – shops, workshops, restaurants, etc.?

The lessons are clear.

What matters is profit. Income minus expenditure. And to pay bills cash flow, too, is vital. Get this right and you stay in business. Get it wrong and ultimately you will fail. This is always true over long term. But unfortunately this has been lost sight of by many in recent scrambling over stock market prices.

So let’s get back to fundamentals. Let us plan for longer term. Let us invest in future. Let us train our managers and future captains of industry in things that really matter to business. As individuals let us never stop trying to improve. Maybe then we can all look forward again to a prosperous and stable future.

7.Make decisions considering intrinsic and consequential costs/benefits.

A.How are costs determined in decision-making? In evaluation of any project or initiative, there are clearly identifiable associated costs. There are also consequential costs that can easily be overlooked if decision-making process isn’t designed to incorporate a full-spectrum of cost considerations.

B.Are decisions made with a long-term focused perspective? Short-term motivations are generally limited to a strictly profit-oriented agenda. In order to effectively incorporate progressive and socially responsible initiatives, longer-term results must be considered and prioritized.

C.Does organization tell truth? There are lies and..there are lies. The truth should provide recipient with information needed to make an informed decision. If a decision is made based on inaccurate or incomplete information, it is based on lack of truth.

8.Manage organization with integrity.

A.Are financial records maintained to ensure accurate and meaningful reporting? Accurate financial reporting is critical to effective decision-making. Financial policies should be employed to create records that provide most genuine and meaningful results of operations.

B.Does management emphasize being socially progressive? Most organizations delay implementation of a socially responsible agenda until pain associated with delay is intolerable. By taking a pro-active approach, social responsibility becomes competitive edge.

C.Do company’s products and services promote quality of life? If organization’s success is dependent on degradation of society’s health and welfare, integrity will be beyond organization’s reach. Products and services should be designed to contribute to human welfare.

9.Encourage innovation and continuous improvement.

A.How does company capitalize on technological advancement? Technology is a powerful tool that can bring an organization’s stakeholders into closer proximity. In order to foster community, technology can be a great ally.

B.Are employees encouraged to increase competencies? Continuous improvement requires a commitment to education and personal/professional development. The organization’s compensation program should reward those that increase their skills that can be developed and applied to meet customer’s needs.

C.Are resources allocated to research and development? It is tempting to focus on today. In competitive environment we operate in, a today-oriented focus is critically shortsighted. Innovation and improvement must be supported with a commitment of resources.

10.Tread lightly on planet.

A.Is workplace environmentally friendly? As was pointed out above, we spend more time in workplace than we do in our home-place. The environment should be thoughtfully created to promote creativity, health, and productivity - with an emphasis on environmental implications.

B.Have products and packaging been developed considering life cycle? The organization should have a clear understanding of where their products or services will end up 10 (or 100) years from now. When life cycle is taken into consideration, a product’s cost incorporates an entirely new perspective.

C.Does organization understand its environmental impact? There is a trickle-down effect associated with just about anything we say or do. This trickle-down effect could also be referred to as a trickle-out effect. The environment is effected in seen and un-seen ways.

Your reputation is one of most valuable assets of your business. By incorporating a new set of values and priorities into what has proven to be a successful formula on many levels, I believe that business will be platform for a new agenda - Social Responsibility Agenda. That agenda will solidify your reputation as an organization that is worthy of its stakeholders’ dedication and loyalty.

Regardless of size of your business, you make a contribution to global marketplace that impacts humanity with a rippling effect. As an organization’s leader, you choose whether that ripple will be felt positively or negatively. Even a small movement or change in a socially responsible direction can have a dramatic effect. Every day produces a new opportunity to mold way your organization is perceived and to enhance your reputation!

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The Top 10 Priorities That Guard Your Five-Star Reputation have been developed from Social Responsibility Assessment TM (SRA TM) which is at center of Wholistic Business’ executive development and consulting programs designed for small to medium-sized businesses. Your FREE Report - 40 Questions for Socially Responsible Leaders - is available at http://www.WholisticBusiness.com. At Wholistic Business, we believe that business literally makes world go around. It will be business owners and managers that will ultimately change world for better.

Wholistic Business (http://www.WholisticBusiness.com), a division of MetaComm International, LLC, is committed to assisting small to medium-sized organizations in developing socially responsible business practices with a keen eye on productivity and profitability. Gala Gorman, MetaComm’s CEO, holds a Master’s Degree in Human Development, is a certified public accountant, certified financial planner, published author, executive development coach and business consultant with over 25 years of experience.

The Social Responsibility Assessment TM (SRA TM) is a great way to establish a baseline for your organization ensuring that future decisions and practices move you in your intended direction. The SRATM includes a closing report, prepared after a thorough review of organization’s policies and practices, which discusses practices currently in place within your organization and suggestions for improvements or recommendations for new implementations.

Call today for your FREE initial consultation to discuss how your organization will benefit from a Social Responsibility Assessment TM conducted by Wholistic Business and from implementing socially responsible initiatives.

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For more information, contact Gala Gorman between 9:00 a.m. and 5:00 p.m. Pacific Time at:

METACOMM MEDIA A division of MetaComm International, LLC (888) 886-4111 or (702) 286-4111 Post Office Box 1016 Boulder, CO 80306 E-mail: gala@metacommintl.com Web site: http://www.WholisticBusiness.com