“To me, the conclusion that the public has the ultimate responsibility for the behavior of even the biggest businesses is empowering and hopeful, rather than disappointing. My conclusion is not a moralistic one about who is right or wrong, admirable or selfish, a good guy or a bad guy. My conclusion is instead a prediction, based on what I have seen happening in the past. Businesses have changed when the public came to expect and require different behavior, to reward businesses for behavior that the public wanted, and to make things difficult for businesses practicing behaviors that the public didn't want. I predict that in the future, just as in the past, changes in public attitudes will be essential for changes in businesses' environmental practices.”

“Modern business must have its finger continuously on the public pulse. It must understand the changes in the public mind and be prepared to interpret itself fairly and eloquently to changing opinion.”

“Repeat business or behavior can be bribed. Loyalty has to be earned.”

“Rome tolerated every abominable practice, embraced every foul idea in the name of freedom and the rights of the common man. Citizens no longer carried on deviant behavior in private, but pridefully displayed it in public. It was those with moral values who could no longer freely walk in a public park without having to witness a revolting display.What happened to the public censors who protected the majority of citizenry from moral decadence? Did freedom have to mean abolishing common decency? Did freedom mean anyone could do anything they wanted anytime they wanted, without consequences?”

“If you want to change attitudes, start with a change in behavior.”

“The theory of economic shock therapy relies in part on the roleof expectations on feeding an inflationary process. Reining in inflation requires not only changing monetary policy but also changing the behavior of consumers, employers and workers. The role of a sudden, jarring policy shift is that it quickly alters expectations, signaling to the public that the rules of the game have changed dramatically - prices will not keep rising, nor will wages. ”