Seven Tribal Laws:
The need to orchestrate values

President and CEO Magazine
2003, USA

The best of these companies will do so in the new currency of commerce, authenticity. One well-respected branding guru, Elsie Maio, describes this new CEO challenge in The Journal of Business Ethics as, "dancing the tango while leading the orchestra." It is no small task, but hopefully, these "dancing lessons" will be of some assistance.

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