LEAVING A THUMBPRINT ON THE WORLD
sumer expectation that companies will engage in philanthropic activities. The backlash against Bill Gates started long before the antitrust suit against Microsoft scandal revealed his bully tactics. The initial criticism resulted from his failure to engage in philanthropic activities, given his massive wealth, until challenged by public opinion to do so. Although he then did so, many thought it was too little, too late. Most companies today articulate their values, mission, and vision in a clear way. Increasingly, the public and the consumer expect those corporate visions to reﬂect some sense of social responsibility. To deal with this expectation, Jensen recommends that a company “have a political platform roughly equivalent to that of a presidential candidate. The only difference will be that companies face election daily and not just every four years.”7 When marketing to the Hero, know that you are being evaluated not only by the quality of your product or services, but also by the strength and ethics of your convictions.