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"Consider your life a book. Be sure that everything written upon the pages of that book is of a constructive nature.
"If you do that, you will be read.
​"If not, you will be 
placed on the shelf."
Tom Watson Sr., Bryant College, 1945

Studying Two Centuries of American and IBM Leadership

Date Published: June 1, 2021
​Date Modified: May 8, 2025
A high-quality, color image showing five books about American and IBM Leadership: The World's Greatest Salesman, A View from Beneath the Dancing Elephant, THINK Again: The Rometty Edition, THINK Again!: 20th Century Ideas and High Ideals for the 21st Century, and The Best of B. C. Forbes.
Available Now: B. C. Forbes: "Keys to Success in the 21st Century" with Insights into Those Who Inspired His Thoughts.
Peter E. Greulich, May 2025
B. C. Forbes: Keys to Success in the 21st Century
  • Kindle, Paperback and Hardcover Available on Amazon: [Here].
Why edit, update and republish this twentieth-century work?
In 1917, B. C. Forbes founded Forbes Magazine with the following lifelong goal and desire:

“The moving motive in establishing 
Forbes Magazine, in 1917, was an ardent desire to promulgate humaneness in business, then woefully lacking. … 

​"
I would pass on contented if I could conscientiously feel that we have rendered at least a little service to our day and generation, that we have done something towards bequeathing a better world for my four sons and an increasing number of grandchildren.” 
​
" Introduction" by B. C. Forbes in
The Forbes Scrapbook of Thoughts on the Business of Life
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Peter E. Greulich, is editing, updating and republishing this work. He is adding an Appendix entitled, “Those Who ‘Wrote This Book.’ ” It contains a portrait and a one-page highlight of some forty of the 20th Century individuals Mr. Forbes interviewed for this work.  ​For our children and grandchildren, I too have given of my best in the hope—the same hope as many of the industrialists included in these articles, of helping others rise to new levels of “success” as properly defined by B. C. Forbes over a century ago. As he wrote:

"
Success must no longer be spelled $UCCE$$. It must be spelled SERVICE."

I know that B. C. Forbes wasn't thinking of me when he wrote "we" in the excerpt above, but maybe with this republication I can think of myself as one of those included in the statement—just in a new century and targeting a new generation.

In this vein, I will humbly submit in mid-2025 this updated version of B. C. Forbes’ “Keys to Success in the 21st Century.”


Home Page for B. C. Forbes' "Keys to Success in the 21st Century" - Preface, Introduction, Appendix and "You."
THINK Again!: 20th Century Ideas and High Ideals for the 21st Century
An Anthology of Thomas J. Watson Sr.'s THINK Magazine Editorials
  • Kindle, Paperback and Hardcover Available on Amazon: [Here].
THINK Again!: 20th Century Ideas and High Ideals for the 21st Century is a two-decade-long, anthology of Thomas J. Watson Sr.'s THINK Magazine editorials. ​​Once a month for twenty-one years, Tom Watson introduced each issue of THINK Magazine with his editorial thoughts. They were short and easily read; they were contemplative in nature; and they revealed his innermost feelings.
​Usually the title and the topic were identical and straightforward; and they were usually written on a singular theme such as “Service,” “Faith,” or “Fortitude,” or additionally, “Genius,” “Culture,” or “Purpose.”

​Sometimes, a more intriguing title pulled the reader in such as “The Voice Within,” “The Windows of Our Minds,” or “The Light of Inspiration.”
​These editorials were written during times of inspiration and sometimes—as World War II loomed, desperation. They give the reader a formal glimpse into Watson’s drive and motivations. Reading his thoughts on so many divergent topics over two decades, is the first step in understanding Tom Watson as a complete human being—a way to reach beyond his well-documented record as a businessman.
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Home Page for "THINK Again!: Ideas and Ideals for 21st Century" - Preface, Introduction, and Prologue
THINK Again!: The Rometty Edition
  • Kindle and Paperback Available on Amazon: [Here].
The Rometty Edition:  Published 2020 (Amazon)
The First Edition:    Published 2017 (Out of Print - updated with The Rometty Edition)
IBM developed unusual techniques to not just survive but thrive during economically, politically, and socially difficult times. Many of its unique leadership practices have never been captured in any business book about IBM.

​Most books focus on the eccentricities of Thomas J. Watson Sr., the transitionary leadership of Watson Jr., or the company’s technological advancements. The chapters in THINK Again! cover all the chief executive officers from Watson Sr. to Rometty, and their interactions with their stakeholders: customers, employees, shareholders and societies.
​IBM's great leaders quickly identified needed changes, did not hesitate to change the policies of their predecessor when necessary, and made mid-course corrections as needed. Lesser CEOs maintained a foolish consistency—even of obviously misguided policies of their predecessors. This is a study of how a CEO's actions can maximize or minimize shareholder value. IBM's history documents that it isn't the goal of maximizing shareholder value that has been IBM's mistake for the last two decades, but the path or "roadmap(s)" it has implemented to attain that goal.
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Home Page for "THINK Again!: The Rometty Edition" - Preface, Foreword and Book Trailers
A View from Beneath the Dancing Elephant
  • Kindle and Paperback Available on Amazon: [Here].
  • Published 2014 (Amazon)
Many individuals believe that Louis V. Gerstner was the savior of IBM—indeed, Lou sees himself that way. Who Says Elephants Can’t Dance? expresses his perspective quite well. What Lou never realized is that much of his success came from tapping into an eighty-year-old culture that he never understood. IBM’s founders, the Watsons, created this culture around three Basic Beliefs: Respect for the Individual, Service to the Customer, and the Pursuit of Excellence.

​
A View from Beneath the Dancing Elephant is an IBM employee's perspective of today's IBM and an evaluation of Lou's leadership at the company. If Lou Gerstner’s book is the yang, this book is the yin—that quintessential opposing and balancing force that every academic should put in front of their MBA students. IBM has lost its culture, its constitution and its way. The downhill slide started with Lou. Great leaders do not seek to abolish a people’s constitution, rather they seek a return to its original intent. This book captures how IBM's two-decade-long decline started—A View from Beneath Lou Gerstner's Dancing Elephant.
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Home Page for "A View from Beneath the Dancing Elephant" - Preface, Excerpts and Book Trailers
The World's Greatest Salesman
  • Kindle and Paperback Available on Amazon: [Here].
  • Published 2011 (Amazon)
The New York Times and Time Magazine called Thomas J. Watson Sr., the founder of IBM, the “World’s Greatest Salesman.” Newsweek wrote that he was a philanthropist, where “none gained more from his beneficence than his own employees.” President Eisenhower said he was a man “marked by a deep-seated concern for people.” The World's Greatest Salesman is an IBM employee-owner's perspective of Tom Watson Sr.'s leadership during the Great Depression. In the midst of today's global economic turmoil, it is time to reexamine the thoughts, words and actions of IBM's founder, who led a good company to greatness during the darkest economic times of the 20th Century.

The World’s Greatest Salesman reveals the business philosophies and idealism of one of America’s greatest industrialists through his speeches and an Peter E. Greulich's commentary on the IBM founder’s leadership during the Great Depression. This book follows the speeches of Tom Watson starting the day after the stock market crash on Black Tuesday and ends three days before Christmas in 1933--nine months after the Great Depression’s trough.
​
It is time to re-examine the thoughts, words and actions of IBM’s traditional founder. He set an example of great leadership during one of the darkest economic times in world history and led a good company to greatness.
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Home Page for "The World's Greatest Salesman" - Preface, Introduction and Videos
Thomas J. Watson Sr.'s: Essays on Leadership
  • Free Download Links Available Below
  • Published 2011 (free downloads)
​Tom Watson Sr. "Essays on Leadership" are a series of works by Peter E. Greulich. Each volume explores a single topic of the IBM founder’s Depression-era writings, speeches and articles.
Picture of the front cover of Peter E. Greulich's short essay on Tom Watson Sr.'s

Democracy in Business

This first in the series analyzes Tom Watson’s views on "Democracy in Business" and its benefits, individual responsibilities, and the future. It explores the answers to questions such as: Is democracy-in-business possible; ​Is democracy-in-business inclusive of all men; How does democracy-in-business relate to the individual and the executive; ​What are the responsibilities of the individual and the executive in democracy-in-business?
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We Are All Assistants

This second in the series analyzes Tom Watson's views on being an assistant to men. This volume highlights his view on “We Are All Assistants.” It answers such questions as: What is the role of an executive; What is the role of the Chief Executive Officer; What is the best way to teach a man or woman; ​Where does he turn in late 1932 to make up a revenue shortfall?
Picture of the front cover of Peter E. Greulich's short essay on Tom Watson Sr.'s

Forgive Mistakes

This third in the series highlights Tom Watson Sr.’s handling of employee mistakes during the Great Depression. It answers such questions as: How do you encourage innovation and creativity even during economic recessions; How did Tom Watson Sr., through his stories, create an atmosphere of thought and action; What was Tom Watson Sr.’s advice to corporate controllers during the Great Depression; When a mistake occurred what did Tom Watson look for before anything else; What was his advice to young men entering the business world?
Home Page to Download these Essays about Tom Watson's High Ideals in Leadership
America's Greatest 20th Century Leaders in Business, Politics, Journalism and More
Image showing four books about Great American Leadership: Up from Slavery, The Life of Elbert H. Gary, The Ordeal of Woodrow Wilson, and New Ideals in Business.
 Peter E. Greulich's Research Bibliography
Peter E. reads voraciously with a focus on early American business, political, and societal leaders. ​
This bibliography link provides information on those books found useful in IBM research specifically, and others that provided a general knowledge of the times, the business conditions of the day, or insights into those who Tom Watson worked shoulder-to-shoulder with, or the earlier American business leadership whose shoulders he stood upon.
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Select Image for Link to Bibliography and Reviews
​These book reviews by Peter E. Greulich follow a particular format and flow:
  • Reviews of the Day: Reviews from the year a book was published to document how the book was received when it was released.
  • Interesting Insights: Quotes, insights, or unique perspectives from the book that let the author or biographer speak for him- or herself.
  • Author Review: This author's impressions of the book.
Picture showing Peter E. Greulich's book-review format.
A standardized book-review format.
Here is a short sample of Peter E. Greulich book reviews within a few categories in this bibliography:​​​
  • Industrialists
    • The Industrialist Home Page includes: Gerard Swope, George Eastman, George M. Verity and more.
    • Charles R. Flint: Memories of an Active Life [Take me there]
    • Elbert H. Gary: The Story of Steel [Take me there]
    • George F. Johnson and his Industrial Democracy [Take me there]
    • John H. Patterson: Pioneer in Industrial Welfare [Take me there]
    • Alfred P. Sloan: My Years with General Motors [Take me there]​
    • Thomas J. Watson Sr.: The Lengthening Shadow [Take me there]
    • Owen D. Young: A New Type of Industrial Leader [Take me there]​
    • And much more . . . 
  • Politicians
    • The Politicians Home Page includes: Teddy Roosevelt, Perle Mesta, Abraham Lincoln and more.
    • Abraham Lincoln's biography [Take me there]
    • Woodrow Wilson's "The New Freedom" [Take me there]
    • Herbert Hoover's "The Problems of Lasting Peace" [Take me there]
    • And much more . . . 
  • Educators
    • The Educators Home Page includes: Booker T. Washington
      • Up from Slavery  [Take me there]
      • Character Building [Take me there]​
      • My Larger Education [Take me there}
      • The Man Farthest Down [Take me there}
      • And more . . . 
Home Page to Complete Bibliography of Capitalist, Industrialist, Journalist, and Pioneering Leaders
© 2025 Peter E. Greulich. All Rights Reserved
Information posted on this site recognizes the legal right of copyrighted material. The following material is considered in the public domain effective January 1, 2025: (1) Works published in the United States prior to January 1, 1929, (2) All unpublished works created over 120 years ago, (3) Works published in the United States before 1978 that have no © copyright notice, and (4) Works published in the United States after 1929 but before 1964 with a proper © copyright notice that were not renewed in their 28th year. Some information is used here that does not fit this criteria. This type of material has been purposely minimized, and it is used in good faith, usually with an attribution, and in the belief that such usage would withstand a test of fair use. This site also utilizes images from Pixabay that are "free to use under the Pixabay license" and "do not require attribution." Any concerns with the public domain, fair usage, or attribution of material utilized on this site will be removed until a discussion can resolve the matter with its permanent removal or republication. To reach us, use the "Contact" menu item above or this hyperlink: [Contact Us]
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        • Business Talk Interview
        • Book Trailers and Videos
      • The World's Greatest Salesman >
        • Preface
        • Introduction
        • Workplace Safety
        • Images and Quotes
        • Book Trailers / Videos
    • A View from Beneath >
      • Preface
      • Resource Actions >
        • Two R.A. Days Hit Home
        • R.A. Day Kills Productivity
      • Business Talk Interview
      • Book Trailers and Videos
    • Essays on Leadership >
      • Democracy in Business
      • We Are All Assistants >
        • Frank Venner: We Are All Assistants
      • We Forgive Thoughtful Mistakes
    • Bibliography Overview >
      • Authors and Writers >
        • Garland, Hamlin
        • Wise, John S. >
          • Slave Auction
          • Tribute to Robert E. Lee
          • On Lincoln's Assassination
      • Capitalists >
        • Baruch, Bernard M. >
          • My Own Story
          • The Public Years >
            • A Review
            • Second Thoughts
        • Davison, Henry P.
        • Schiff, Jacob H.
      • Educators >
        • Washington, Booker T >
          • Up From Slavery
          • My Life and Work
          • Character Building
          • My Larger Education
          • The Man Farthest Down >
            • Booker T. Washington and John Burns
          • Future of American Negro >
            • Future of the Negro
      • IBM >
        • IBM Books >
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          • Famous Leaders Series Home Page >
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          • Forbes' Anthologies
        • Armour, J. Ogden >
          • The Packers
          • The Packers: Second Look
        • Baldwin, William H.
        • Beatty, Edward
        • Bell, Alexander Graham
        • Carnegie, Andrew >
          • Carnegie Quotes
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          • Round the World
          • The Empire of Business
          • An American Four-in-Hand
        • Eastman, George
        • Edison, Thomas A. >
          • Edison: His Life and Inventions
          • Edison: My Friend
        • Farquhar, A. B.
        • Filene, Edward A. >
          • The Way Out >
            • Captains of Industry vs. Captains of Finance
          • Successful Living >
            • Rules of Success
        • Firestone, Harvey S. >
          • Men and Rubber
          • Making an Organization
        • Flint, Charles R.
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          • Books by Henry Ford
          • The Last Billionaire
          • My Forty Years with Ford
        • Gary, Elbert H.
        • Guggenheim, William
        • Hill, James J.
        • Hollerith, Herman
        • Johnson, George F.
        • Patterson, John H.
        • Penney, James C. >
          • Fifty Years With the Golden Rule
        • Procter, William C.
        • Rockefeller Jr.
        • Rockefeller Sr.
        • Rosenwald, Julius
        • Sloan Jr., Alfred P.
        • Swope, Gerard >
          • Swope of G.E.
          • The Swope Plan
          • Selected Addresses
        • Verity, George M. >
          • True Steel
          • Character & Success
        • Wanamaker, John >
          • A Business Biography
          • Retail Firsts
        • Watson Jr., Thomas J. >
          • A Business and Its Beliefs
          • Management Briefings
          • Father, Son & Company
        • Watson Sr., Thomas J. >
          • Human Relations
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          • The Lengthening Shadow
        • Young, Owen D. >
          • Selected Addresses
          • New Industrial Leader
      • Inventors & Innovators >
        • Fulton, Robert
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      • Journalists >
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          • Autobiography
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          • Eisenhower
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        • Sullivan, Mark >
          • Our Times
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        • Tarbell, Ida M. >
          • Overview
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        • White, William Allen >
          • Woodrow Wilson, The Man
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        • Lee, General Robert E.
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          • Alone
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        • Lindbergh, Charles
      • Politicians >
        • Eisenhower, Dwight D.
        • Hoover, Herbert >
          • American Individualism Book >
            • American Individualism Article
          • Ordeal of Woodrow Wilson
          • Problems of Lasting Peace
        • Lincoln, Abraham >
          • Lincoln in the Telegraph Office
          • Abraham Lincoln Books By Ida M. Tarbell
        • Mesta, Perle
        • O'Connor, Basil and FDR >
          • Friends and Partners (Against Polio)
        • Roosevelt, Theodore >
          • Roosevelt: A Story of Friendship
        • Roper, Daniel C. >
          • Fifty Years of Public Life
        • Taft, William H.
        • Wilson, Woodrow >
          • The New Freedom
          • The Ordeal of Woodrow Wilson
          • Wilson's Last Words
          • Wilson's Tasks and Life
          • Wilson's Life and Letters >
            • Volume IV: President
            • Volume V: Neutrality
            • Volume VI: Facing War
      • Preachers >
        • Fosdick, Harry Emerson >
          • The Meaning of Prayer
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          • Power to See It Through
      • Publishers >
        • Forbes, B. C. >
          • Men Who Are Making America
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          • Scrapbook of Thoughts on Business of Life
          • 101 Unusual Experiences
          • Keys to Success
          • Teamwork
        • Fortune Magazine >
          • USA: The Permanent Revolution
        • Shaw, A. W. >
          • Handling Men >
            • Why We Are Hiring Women
            • The Dream Behind the Business
          • The Companion Series
    • Research Sites
    • Acknowledgements
  • 21st Century IBM
    • Corporate Performance >
      • Comparing KPIs
      • Brand Performance >
        • Forbes' Best Employer
      • Patent Performance >
        • 2021 Patent Performance
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    • Corporate Practices >
      • Acquisitions >
        • Acquisition: Red Hat >
          • A $35 Billion Gamble
          • IBM + Red Hat 2019 Results
        • Acquisitions: Goodwill
        • Acquisitions: Since 2001
      • Centralization >
        • A Lost Federation
        • The Need to Decentralize
      • Divestitures >
        • Kyndryl Analysis
        • Kyndryl Top Questions
        • Martin Schroeter
      • Employees >
        • Resource Actions
        • Age Discrimination >
          • Cutting Old Heads
        • Employee Engagement
        • Aren't Buying Into IBM
        • Massive Work Slowdown
        • Failure of Work at Home
      • Financial Engineering >
        • Workforce Rebalancing
        • Aggressive Bookkeeping
      • Shareholders >
        • Share Buybacks
        • Shareholder Risk
        • Overall Performance >
          • Revenue & Profit
          • Revenue & Profit Growth
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          • IBM Market Value
          • Shareholder Returns & Risk
          • Employment Security
        • Employee Engagement
        • Warren Buffett's Mistake
        • Do Share Buybacks Work?
    • CEO Performance >
      • Arvind Krishna Overview >
        • First Year Performance >
          • Revenue & Profit
          • Revenue & Profit Growth
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      • Ginni Rometty Overview >
        • Shareholder Value
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        • Revenue & Profit Growth
        • Revenue & Profit
  • 20th Century IBM
    • Corporate Performance >
      • IBM's Greatest CEO >
        • Shareholder Returns
        • Revenue Growth
        • Revenue Per Employee
        • Profit Growth
        • Profit Per Employee
        • Market Value
        • Goodwill
        • Economic Contractions
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        • CEO Historic Footnotes >
          • IBM's Founding Team
          • Financial Engineering
          • The Greatest Gamble
    • Corporate Practices >
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      • IBM Wild Ducks >
        • The Wild Goose
        • Royal Dissenters
        • Corporate Constitution
        • Respect for the Individual
        • Service to the Customer
        • Pursuit of Excellence
    • Corporate Products >
      • 1890: U.S. Census
      • Dayton Scales in 1920
      • 1940: The Electromatic
    • Thomas J. Watson Sr. >
      • Quotes By Watson
      • Quotes About Watson
      • Articles By Watson >
        • On World Peace
        • On the Cost of War
        • On Public Education
        • On Thomas Jefferson
        • On Thoughtful Mistakes
        • On Stakeholder Relations
      • Articles About Watson >
        • A Gift of Retirement
        • A Gift of Home Ownership >
          • Construction Timeline
        • The $1,000-A-Day Chief Executive Officer
        • Employees are Valued
        • Democracy's Man o' War
        • Human Relations in 1956
        • A CEO Who Earned His Pay
        • The Story of "THINK" >
          • Two Journalists "THINK"
          • A Buddy Davis Interview
        • Learning from Crises
        • Tom Watson's Wild Ducks
        • The Lengthening Shadow
      • Slice of Life Stories >
        • Dali, Salvador
        • Drucker, Peter F. >
          • Authority and Power
          • Short-Term Thinking
          • A Corporate Culture
          • Raising Business Issues
          • Focus on Principles
          • Character and Manners
          • Knowledge Workers
          • Recognizing Ability
          • Individual Respect
          • Employee Paternalism
        • Eastman, George
        • Penney, J. C. (James Cash) >
          • Watson Homestead
          • Golden Rule Businesses
        • A 1943 Tax Problem
        • Fighting Discrimination
        • A Pajama Party
      • Pre-World War II >
        • Women in the Workplace
        • A Lost Dream of Peace
        • USO Camp Show Founder
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      • Post-World War II >
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  • Articles
    • Corporate Articles >
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      • The Art of the Restart
      • Crises, Recoveries & Lessons Learned
      • Strategy Should Create Human Relationships
      • A Time-Tested Corporate Constitution
      • IBM, JC Penney and The Golden Rule
      • How IBM Created its 20th Century Brand
      • The Greatest Business Risk of the 20th Century
      • How to Grow a Business
      • The Importance of Sales Productivity
      • How Much Is a Great CEO Worth
      • Let Your Guard Down
    • Business Articles >
      • Business Witticism
      • The Golden Rule and Productivity in Business
      • Who and What Built Early American Capitalism
      • Capitalism Needs Industrialist Minded CEOs
      • Producing Corporate True Steel
      • CEO Perspectives >
        • Rules of Success
        • Top Employee Qualities
        • Industrialist vs. Capitalist
      • An Open Letter to the World's CEOs
      • Henry Ford Takes Control
      • The Razor Blade Business Model
      • Two Successful 20th Century Businesswomen
      • Sears: A Dead Franchise Walking
      • A LinkedIn Incognito Mode
      • Value a College Education
    • Political Articles >
      • Political Witticisms
      • Meritocracy and Teachable Humility
      • What Is Patriotism?
      • Presidents' Day 2024-25
      • Memorial Day 2025
      • Pursuing The "American Way"
      • America: Home of the Brave
      • Securing the Borders of the Americas
      • General Grant's Stand for Justice
      • America's Heartland Stands Strong
      • The New Freedom
      • Teddy Roosevelt on Socialism & Individualism
      • Women as Citizens
      • Mary Slessor of Calabar
      • Walt Rostow Speaks to Congress
    • Spiritual Articles >
      • Inauguration Day Prayer
      • Reincarnated Thoughts >
        • Why Lies Should Never Be Glorified
        • Are You More Than A Wise Entrepreneur?
        • A World of Peace or Turbulence?
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    • Fiction Articles >
      • A Father's Love
      • Introducing a Friend to God
      • Hyphenated Relationships
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