Summary: Fertile Ground For Startups

The article "Fertile Ground For Startups", found at Businessweek.com , points to the fact that the recent recession has done little to dampen the entrepreneurial spirit. Entrepreneur and business woman Caterina Fake believes "the entrepreneurial spirit really thrives in situations of adversity". This could explain the increased number of angel investors from the first half of this year compared to the same period last year. According to the article, history has shown that great companies are built during bad times. One example came in 1939, when Hewlett Packard was created at the end of the Great Depression. There are many reasons for entrepreneurs to take risks like this during hard times including the fact that everything is cheaper, there is less competition and tough times force entrepreneurs to work on their business models earlier. In the United States, startup companies are playing an extremely important role in the recovery, accounting for over 12 million jobs and 20% of U.S. gross domestic product. However, this is not just occuring in the United States, with 5 of the 25 companies listed in Businessweek being based outside of the U.S. The article also mentions how much harder it is to raise capital, take the company public and find business customers during tough times. It definitely takes a lot of knowledge and a certain entrepreneurial mindset to start a business during a recession, but it can be done.

Summary:GM Loss Reduction

The article "At GM, Loss Reduction is a Good Start" found at BusinessWeek.com, discusses how GM CEO, Frederick A. Henderson, will soon give the company's first update since emerging from bankruptcy nearly 80 days ago. According to sources close to top management, GM will show much improved third quarter earnings, although the company will still be in the red. However, even a small loss would be a positive for the same company that lost over $4.2 billion during the third quarter in 2008 and over $31 billion last year. GM's earnings and cash flows will be helped in the quarter because of the fact that the company shut down many of its plants during the bankruptcy. The factories opened again when the company emerged from bankruptcy, greatly helping earnings because car makers book revenue when the car heads off the assembly line to the dealership. Another way GM has tried to cut back costs is by setting up a Voluntary Employee Benefits Trust, or VEBA. Set up the same way a pension fund pays pension benefits, VEBA will reduce union health care costs. While GM cars had an $8,000 increase in net price, recent sales have risen and market-share losses have decreased. All of these are good signs as GM tries to recover from one of the worst recessions to ever hit the auto industry.

Essay: A Bold Plan for Chrysler

According to the article "A Bold Plan for Chrysler", found at Businessweek.com, Chrysler will once again operate at a profit in the year 2012. In order for this to happen, Chrysler must have the U.S. market grow from today's current level of about 10 million cars sold. The company also needs to revamp the design of some it's existing models. Also, Chrysler needs a fast start from its Fiat-engineered cars.
For Chrysler's recovery plan to effectively work, the company needs the U.S. market to grow from todays level of 10 million cars sold to 14.5 million cars sold. According to the article, this is a very reasonable goal to have, evidence being the 17 million cars and trucks sold in in 2000. However, I believe this goal could be a bit lofty seeing as the economy is still very weak and the job market being in an endless depression. Chrysler CEO Sergio Marchionne is also counting on stealing a part of the market share from rival companies. One may ask how the company ever plans on doing that? The solution lies in the advertising budget, where Chrysler plans to spend double what they have in the past on marketing. According to Marchionne, the company will spend $4.1 billion in advertising next year and $5.7 billion the year after that.
Another major cog to the recovery plan is retuning Chrysler's existing models and creating many new designs. By 2014, the company plans on rolling out 16 new or heavily freshened models for Dodge, Jeep, and Chrysler. New Chrysler models will be made more upscale and styled to give owners "comfort and glamour". Along with the advertising, it should give the company a fresh, new look that it desperately needs.
The final piece that would greatly enhance Chrysler's chance of success is the fast start(sales wise) from Fiat-engineered cars. The company needs to generate enough cash flow to support it's $23 billion budget. However, even if sales fall 20% below expected 2011 targets, Chrysler would still have a cash balance of $3 billion, which is the bare minimum the company would need to survive and pay its bills.
The plan is in place for Chrysler to dig it's way out of an extremely large hole, but the plan is dependent on many things going right and is very risky. However, the company needs to take chances in order for it to ever become as successful as it once was. I believe the company will be able to meet it's goals and overcome it's huge deficit. Chrysler has many powerful business minds who have been through situations like this before, which can only be beneficial in the long run.

Essay: Stuck in the Rough

The article "Stuck in the Rough" discusses why some elite golf clubs around the nation are stuck in crisis as money and memberships decline. The article mentions how the idea of the "country club" needs to be changed, focusing more on the changing needs of younger members. It also describes how country club's woes cannot be blamed solely on the economic crisis. One problem being faced by country clubs is that members are becoming younger every year. It would be wise for many clubs to cater to the ideas and needs of younger employees and members by offering a broader set of services. I believe by changing the culture of an organization, it will attract different types of people with new, fresh ideas. The article also mentions that the recent troubles faced by country clubs are not only due to the depression, but can be traced back to the early 1990's, when Congress enacted tax reforms that eliminated or reduced the ability of club members to deduct club dues as a business expense. In turn, this raised the effective cost of joining clubs and gave rise to a new type of upscale, public course. The article also points to some ways that clubs are plugging the current shortfalls. Some of the solutions include discounting initiation fees or waiving them all together and also merging with nearby clubs to reduce overhead costs. If I were the owner of a country club, I would begin by becoming more diverse by hiring a variety of employees to bring a certain flair to the club. I would also offer new programs to the club, such as yoga and different exercise classes that would widen the club's services to not only attract men, but their families as well. Every company, not just country clubs, can benefit from a more varied cultural environment.

Summary: Are Investors Ready For Higher Interest Rates?

The article "Are Investors Ready For Higher Interest Rates" discusses which direction interest rates are headed as the U.S. economy continues to grow. U.S. GDP grew by 3.5% last quarter and 10 year Treasury bonds also rose from .8% to 3.5%. According to Villanova business professor Victor Li, "At some the point the Fed needs to think about tightening monetary policy," because he believes that such low rates can overheat the economy, spark inflation and devalue the U.S. dollar. The Fed has not given many clues on what they plan to do, but there are many different opinions. Some believe the Fed will be forced to raise rates very soon, while others think the Fed will keep rates steady for many months or even years. The differing opinions are caused by different beliefs in how fast the economy will recover from the current depression. The article points to the fact that the Fed is walking a very fine line when considering interest rates because it needs to make clear that it is taking the threat seriously, at the same time it needs to make sure it does not end economic growth before it even starts. In the end it will be a wait-and-see approach, as the Fed's action will most likely follow the economy and the financial markets.

Summary: Jobless MBA's

The article "Jobless MBA's" discusses how the recent downturn in the economy has affected newly graduated MBA's. According to BusinessWeek, 16.5 % of job seeking students from the top 30 programs did not receive any offers by the time schools collected their final fall employment data three months after graduation. This is a major increase from the 5% of students who could not find jobs the previous year. Since most high paying finance jobs have dissappeared after the recession, most schools have directed students into other industries. Mark Brostoff, associate dean at Westin Career Center, believes students need to "recognize the value of other career paths" and look at other skill sets they possess in order to be successful in today's market. Many people don't forsee the job market picking up anytime soon, which means students will end up taking jobs they otherwise would not have considered or even return to industries that they came to graduate school to get out of. Some students will enjoy different fields of study, travel the globe or start their own businesses, but others will stick with their original plans even if it does take longer than expected. Graduates from this year's class will definitely take different paths to reach their ultimate career goal than any other class in history.

Essay: Myths That Undermine Decision Making

Most problems involved with group decision making do not have anything to do with psychological issues, but more with the myths about the teams themselves. The article discusses how decisions at the highest level are made in many different meetings, formal and informal. The article also discusses how different people in the organization carry different levels of decision making responsibilities. Finally, the article mentions that asking all employees to think like a CEO can be a huge mistake.

One myth that many people fall prey to is that a single team makes all of the major decisions for an organization. In reality, the decisions being made at the highest levels may only involve a handful of executives and not necessarily the entire executive team. However, this may lead to some confusion over the locus of control. Executive team members who are frequently presented with deals that have already been finalized may feel disempowered.

Another myth that many people believe is that the executive team is a body of equals. In organizations, different people carry much more weight and responsibility than others. The article compares this to the House of Representatives, where California has a bigger say than a smaller state, such as Rhode Island. Problems are created when members have differing views on what kind of advice they are being asked to give. The solution to this problem is simple. The CEO must make clear before the meeting where the group stands in the decision making process.

The third myth entails that all executive team members should adopt a CEO's perspective. However, asking everybody to "think like a CEO can be counterproductive". According to the article, organizations should not choose the generalist or functional perspective, but chose a model that best relates to the type of decision being made.

By reading this article, I learned that addressing these three decision making myths will greatly enhance an employee's ability to contribute to the organization. When an employee knows their role within the company, they will be able to fully participate in the decision making process.

Summary: Fed & Treasury Pitch Pay Rules, But Will They Work

The article "Fed & Treasury Pitch Pay Rules, But Will They Work?" focuses on new plans the Fed and the Treasury Department have put in place to manage high level executive's pay. The Fed's proposal requires the agency to tell the bank holding companies just how they plan on assessing their pay practices. This will ensure that bonuses and other incentives don't encourage bankers to take more risk and put banks in further jeopardy. However, the Fed's new plan does not contain any hard-and-fast rules because they figure every company is different and their pay practices should reflect that. The Treasury's new plan focuses mainly on the top echelon of the corporate hierarchy (top 5 executives and 20 other highest paid employees). Another element of the Treasury's plan centers on trading cash salary for stock and also replacing bonuses with restricted stock. This will encourage top executives to "shoot for the stars". In order to keep stock issued as a bonus, executives will have to stay with the company for three years and they won't be able to cash the stock until the government is paid back.

Summary: Beware the Bottlenecks

The article "Beware the Bottlenecks" points out potential problems that isolated shortages could lead to. The author explains how it is surprising and worrisome that there are shortages in a variety of items in the current economy, ranging from cars to lobster bait. These shortages may be a sign that the current recession is not as bad as once believed. As the economy continues to grow and demand grows at the same time, these shortages could drive prices up and force the Fed to raise rates before the recovery even starts. Economists believe that shortages are short-term problems that won't end up hurting the economy too much; however the bigger problem is deflation. Deflation is an economic contraction that causes falling prices, unemployment and bankruptcies. The central bank must now focus not only on deflation, but also capacity bottlenecks that lead to inflation.

Summary: Wal-Marts Painful Lessons

The article "Wal-Mart's Painful Lessons" explains how Wal-mart's future success depends on whether the company learns from past mistakes and how quickly it adapts to shifting trends in foreign markets. The article covers four foreign markets outside North America that Wal-Mart has tried gaining entry into and outlines the strategies the company plans on takingin order to do so. In Japan, Wal-Mart has made many changes, including closing 20 stores, removing in-store butchers and increasing the number of meals-to-go. However, the biggest change was making the transition from weekly specials to "everyday low proces". Progress has been slow, but baby steps are being taken towards improvement. Russia and India are two of the fastest growing retail markets in the world, but they are also regarded as the two most frustrating for foreign retailers. After five years, Wal-Mart has only one outlet in India and a 30 person development office in Russia. Recently, Wal-Mart joined with Bharti Enetrprises to open a cash-and-carry operation in northern India, catering to merchants and small businesses. However, with little experience and background in the type of merchandising and retailing done at Wal-Mart, employees have much to learn. While Wal-Mart plans to open 10 to 15 stores in Russia, it will probably start by acquiring a local retailer. In Chile, Wal-Mart has acquireed a 75% stake in a local company called D&S, which turned out to be a very smart move. Instead of entering the market alone, as many other companies have tried to do and failed, Wal-Mart has kept close ties to D&S over the last decade. They have increased D&S's expansion budget from $150 million to $250 million, most of which will go towards opening 70 new stores this year. On its way to taking over the world retail market, Wal-Mart must make sure it employs lessons learned from past mistakes into future plans.

Summary: A Smokestack Comeback

The article "A Smokestack Comeback" explains how the U.S. Manufacturing sector has shown signs of economic improvement in the stock market, however nothing is a sure bet as other data conflicts with this idea. While stocks classified as industrial rose 27% in the last three months, the U.S. Philadelphia Fed Index declined from 14.1 to 11.5 during September and October. Others will be looking at the earnings reports, who some believe give investors a better sense of whats going on. Developments overseas and the fact that manufacturing is jumping off a very low base are a couple of the reasons to be optimistic for the U.S.industry.

Essay: The Kinds of Employees You Want To Hire

The article "The Kinds of Employees You Want To Hire" explains the distinguishing features of employees that many companies want to hire. The type of employee who possesses a confident "core self evaluation" will be beneficial to a company. The article also explains that employees with high core self evaluations of themselves will continue to succeed in even the toughest environments. The article gives helpful ways to spot future superstar business leaders as well.

The trait that distinguishes great employees from average employees is "core self evaluation". This term refers to a person's belief in their own abilities. Its obvious that an employee who feels that they control the events in their lives ,rather than vice versa, will have a better chance to succeed in the business world. These employees will sell more products, give better customer service and will be more motivated than people who lack a high self-esteem. Ultimately, employees who have a higher self core evaluation will fare better in the long run, moving up the corporate ladder and earning better wages than employees who do not think highly of their abilities.

When challenging times set in is the point where the superstar employees are weeded out from the average employees. In these situations, confidence is a great virtue to have. Self-belief in one's abilities will allow a person to persevere through turbulent times when most others would quit. The article also points out that employees with a high "core self evaluation" experience less stress and have less trouble balancing work and personal life.

Ways of spotting highly confident employees are more obvious than one would think. One way is to identify people with an "I think I can" attitude. These people will be able to overcome challenges more easily than other people. Another way to spot a superstar employee is to identify people who take control of the situation and not wait for something to happen. Also, make sure the employee is emotionally stable. People who are not easily discouraged are less likely to fall prey to stress and burnout.

After reading this article, I learned that "can-do" attitudes are synonymous with success in the workplace. Having a positive attitude and confidence in my abilities will allow me to far exceed my colleagues. I need to take control of the situation and not wait for something to happen as most people do. Confidence in my own abilities is key to achieving any task in life.

Essay: The Lost Generation

The article "The Lost generation" provides a glimpse into the difficult world of young people trying to land a job during a recession. The article states that companies are less likely to take risks during recessions. It also explains how employers will suffer the same, if not more than the young people trying to find jobs. Although there is a severe lack of young people in the workplace, there are ways around unemployment for many young people.

When one thinks about the situation from a business perspective, it might make sense to hire younger workers who are much cheaper to employ than older workers. However, this is not the case. During the recent depression, employers have stuck with their trusted, older workers as they are less willing to take risks on younger, unexperienced job seekers. Many employers are even hesitant to look at any resumes, making it very tough for any young person to find a job.

Young job hunters are not the only ones suffering from the lack of youth in today's workplace. Without the energy and freshness that many young people bring to the work environment, employers may be hurting just as much. Tomorrow's leaders are stuck in unemployment, not gaining the experience they need to succeed in the business world. When younger people finally do get jobs, many will be dissatisfied with being placed below employees who worked all along, leading to a decline in lifetime income. In fact, a study completed at Yale University showed that even fifteen years out of school, recession graduates earned 2.5% less than employees who had begun working in more thriving times.

Despite being stuck in a jobless market, there are ways to avoid years of unemployment for young people. The amount of people enrolling at community colleges is astronomical. Also, many students plan to start their own businesses. Companies are encouraged to hire young employees even during layoffs through programs established by the government offering tax credits for each new hire.

I believe the unemployment crisis involving young workers will have a very long-lasting impact on the world. In the United States, it will have massive implications on the Social Security system. Older workers are expecting to retire, while counting on the young workforce to fund their retirement. If younger people keep taking lower jobs for less money it means lower taxes for Social Security and Medicare. Taking the lower paid jobs will not only lead to a lack of income, but also may lead to feelings of depression. As youth unemployment continues to rise, young people must find ways to create opportunities for themselves and avoid damaging their future and the economy.

High-Quality Web Site

http://www.mcdonalds.com/

This website is very easy to use and has a very simple design. The links are very easy to find, allowing for trouble-free navigation throughout the website. Each link page also has the same design, adding a neat and organized feel to the website. Unlike, the low-quality web page, all graphics and links are related to the website's purpose. Links include nutritional facts for McDonald's food, promotions, menus, etc. McDonald's website does not contain any moving images or ugly color schemes. It is very appealing to the user.

Low-Quality Web Site

http://www.americanbeautybordercollies.com/

This website is absolutely absurd. One of the many things wrong with this web page is the graphics. There are many moving parts and the color scheme is extremely gloomy. There are also many graphics that have no meaning to the website's purpose. The page also contains music that will not stop playing until the user exits the website. Another mistake made by the web designers includes not having any viewable links.

Summary: "Gary Vaynerchuk's Startup Advice"

In the article "Gary Vaynerchuk's Startup Advice", the author contrasts pursuing what one loves or pursuing a market opportunity, all while having the best chance to succeed. According to Gary Vaynerchuk, one should do what they love and know the most about. It is more likely that a person who loves what they do and is confident in their own abilities, will be better able to succeed. However, some will disagree with Vaynerchuk. Scott Shane, an entrepreneurship professor, believes having a passion for a lousy opportunity is very risky. He considers responding to market needs a safer opportunity for entrepreneurs. In some cases, passion and market opportunity overlap, as in Vaynerchuk's case. Vaynerchuk took his passion for wine, became an expert in the industry and turned his family's liquor store into a multi-million dollar wine empire. In other situations, money may not be a determining factor in the decision's being made. Some would rather work for themselves, as Paula Davis does. Single and divorced, Davis considered going back to her old job, but decided against it when she figured she wouldn't be able to spend enough time with her children. Today, she sells artisan soaps. While she would've been able to make much more money working as a lawyer's assistant, she chose to make soap and work for herself. According to the Vaynerchuk, working to seek profit is a recipe for disaster. Even for those who do achieve the money, many are still unhappy because they don't have a passion for what they do.

Summary: Washington Revives the Mortgage Cramdown

According to the article, "Washington Revives the Mortgage Cramdown", new ideas on how to stop the current mortgage crisis are being passed around Congress. Included in these ideas are bills that would force the lenders to pause before they foreclose and offer borrowers a break on their mortgage if they qualify for help under the Treasury program. Another idea being introduced to the Senate includes the temporary suspension of home-loan payments or brief monthly mortgage subsidies for unemployed homeowners. However, almost all Democrats believe they have the best option: cramdown. Cramdown would allow bankruptcy courts to adjust mortgages. Under this idea, a judge would have the power to reduce principle or interest rates on loans and stretch out mortgage payments. Supporters of the bill believe cramdown would free homeowners of the debt they cannot pay, at the same time pushing lenders to make deals before reaching the courthouse. On the other hand, critics believe cramdown would drive up borrowing costs and make loans much harder to obtain.

Summary: Typical U.S. Worker Saw 401(k) Lose 24.3% in 2008

According to a study by Employee Benefits Research Institute and the Investment Company Institute, U.S. workers suffered an average loss of 24.3% in their 401(k) accounts during 2008. At year end 2008, the average account held a balance of $86, 513, a decrease of nearly 25% from the previous year. The article explains that investment performance forced many to change locations of their assets. 56% of people were found to be stashing their assets in equities (funds and company stock), while 41% allocated their assets in fixed-income securities. One of the more eye opening statistics from the article was the fact that 72% of workers held 20% or less of their account balance within company stock, while 7% of all 401(k) investors held more than 80% of their account balances in company stock. A very risky action indeed.

Summary: The Coming Energy Revolution

The article "The Coming Energy Revolution" explains how companies will cut electricity costs by using new "Smart-Grid" technology. Development of this new technology is still in the early stages, but plans for the new product involve transforming the old grid into a two-way network, having power and information flow in both directions between the utility and the customer. However, this new grid does come at a costly price. Costs are estimated to reach $165 billion just to create the "smart-grid". The article also explains how Cargill occasionally uses its own generators for power rather than its electricity vendor, who set rates for industrial customers using peak-use patterns. Another benefit to the new grid would be allowing customers more flexibility in the type of power they use, offering solar and even wind power as possible options. According to the article, the smart-grid will also give customers the ability to see just how much energy their lighting, air conditioning and appliances use and because electricity costs more during peak demand times, it will allow people to shift use of these appliances to off peak periods.

Summary: Grasping For Salvation

Akio Toyoda recently took over Toyota and he believes he knows what plagues the world's largest car maker. Current problems include being too cocky, undisciplined in expansion and also in denial about the trouble it faces. With the yen rising 7% against the dollar, it makes it even tougher for the company to offer discounts and cash back incentives. Although he wasn't too specific in telling how he would reverse the company's fortunes, Toyoda believes the way to attract a loyal following is to make cars that please the enthusiasts. One way to discover what the buyer wants is by test driving cars. In his first year on the job, Toyoda test drove over 200 different kinds of cars. With loads of data from customer satisfaction surveys and market research, Toyoda will have plenty of information on what the consumer wants.

Summary: Disabled Workers; Employers Fears are Groundles

The article, "Disabled Workers; Employers Fears are Groundless", explains how many working-age Americans with physical disabilities will remain jobless even after the economy recovers. This is so because employers assume it would be a challenge to hire people with special needs. Employers are afraid to hire people with disabilities because they believe it would lead to hirgher employment costs and lower profit margin. Other reasons include the view that these workers lack job skills and necessary experience. However, studies have shown otherwise. It has been proven that hiring workers with special needs does not translate into higher accommodation costs and that most workers with disabilities require no accommodation to begin with.

Essay: Deloitte's Diversity Push

In the article, "Deloitte's Diversity Push", CEO Barry Salzburg explains how community colleges are key to employing a diverse workforce. By reaching out to minority students in community colleges, Deloitte is not letting untapped talent slip through the cracks. Throughout the process of becoming more diverse, Deloitte has also had to do a good amount of myth busting. To help minority students, the company has also set up a mentor program.

Barry Salzburg believes diversity is an extremely important value for any company to have. However, 92 percent of the 4,500 partners at Deloitte are white. Deloitte, just as many other companies do, have been recruiting from the same pool that everyone else tries to tap for minority talent. Recently, Salzburg instructed his senior employees to focus more recruiting efforts on community colleges, where the majority of African-American and Latino students enroll. Many two-year programs are overlooked by companies, but the students possess the same drive and ability that many other students possess. By focusing on community colleges, it allows Deloitte to tap a diverse pool of top talent, while allowing students to get on the "accounting prep-track".

Many students view accounting as a very boring trade, where workers sit at a desk all day day punching numbers into a calculator. In order to dispell this myth, Deloitte is sending out a group of eight staffers to guide more students towards an accounting career. By having accountants give presentations on how the industry has broadened into financial, management, technology, and human capital consulting students will be ale to gain insight into the vast world of accounting.

Deloitte has also set up a mentor program for minority accountants to help guide them and become better leaders. Many minority students are able to get through the door, but fall short after they hit the glass ceiling. What they really need is the advice that comes from experienced colleagues who have been in the same position before.

It is still a question of whether or not this entire program will effective in landing more minority students in the accounting profession, but it is a step in the right direction. Through programs like this companies will become more diverse,which is very important in today's ever changing world.

Essay: How to Handle the Pessimist on Your Team

The article How to Handle a Pessimist addresses the best ways in which to manage negative behavior. The first step to changing the behavior of a pessimist is to figure out what is bothering them. The next step one must take is to reposition negative statements, which will eventually kill a team's motivation and momentum. The article also states that one should involve the whole team and not single out a team member in front of the group.

According to the article, whatever the source of pessimism may be, the best way to deal with the situation is to focus on the individual's behavior. It is much easier to change a person's behavior than it is to change a person's long-held beliefs. Some common forms of pessimism are not having been promoted or the need to cover for the lack of knowledge or skill.

As a leader, one must not let negativity linger. When a pessimist makes a negative statement, ask for clarification or more information about the statement made. One tip given in the article states that the leader of the group should ask the person to follow their negative comments with the word "but", making it harder for the pessimist to sound as negative. When the person has finished, offer constructive criticism and other solutions to the problem. If the negativity continues, one can offer what the author calls "collective wisdom" of the team by demonstrating positive behavior and using peer pressure to show the pessimist a more positive way in which to contribute.

Summary: A Chevrolet Camaro For the MBA Set

In the article "A Chevrolet Camaro For the MBA Set", the author explains how the newest version of the Camaro is loaded with horsepower and new found technology. Even with the car's 304 horsepower engine, it still gets 29 miles per gallon on the highway. GM even has plans to add on to the complexity of the new Camaro when it unveils an Executive Express edition, which will make the car look even more exquisite than it already does. The plans for the Executive Express edition are not set in stone, however it will be all black with possible touches of aluminum on the outside with a sleek, European vibe adorning the interior. Since it's release, the new version of the Camaro has been a success, flying out of dealerships all across the country. With the car industry currently in a downturn, GM will need the Camaro to be a big hit in order to provide hope for the future.

Summary: The Great Trust Offensive

In the article The Great Trust Offensive, the author explains how large of a factor trust has become in the world of branding. People have not only lost faith in banks, but in all business in the past few years. In fact, only 44% of all Americans say they trust business, a number that is down 12% from the fall of 2007. Trust in a company and its product is what consumers look for when making a purchase. Without consumer belief, business', such as McDonald's and Ford, have had to find new ways to reach people. McDonald's now uses money that was previously spent on advertising to focus on how it sources food. Meanwhile, Ford has completely made over their ads, now centering around themes, such as new technology and fuel economy. It seems to have worked well for both companies, with McDonald's improving the value of it's brand and overall image and consumers spending an average of $1,300 more on Ford models. Trust and reputation must once again become the focus of companies trying to succeed in today's difficult economic climate.

What I Want To Be

As one ponders what he or she wants to be when they grow older, it often differs from what they need to be or should be. One may not have the talent or skill to be what they want to be. A person also must take into consideration how they will support themselves not only in the present, but in the future as well. So this brings to question, what do I want to be when I graduate from Carthage College.
When I look into the future and see myself 30 years down the road, I would like to be many things. However, all of these things may not be exactly what I need. What I need is to be financially stable, have security within my job and be able to provide for myself and my family. The means by which I will accomplish these things is still to be determined and although I need to accomplish these goals, they are not always what I want.
What I want includes these goals and much, much more. I would love to have the flexibility to travel the globe and see places I have never seen before. I want to own a home on a beach in some tropical destination. To have a job where I would be able to balance work and still spend time with the people I love most would be a dream come true. Providing my family with a more than comfortable living would give me with extreme amounts of pride and satisfaction.
However, what I want is not always what I need and one must always contemplate this when trying to decide what they want to be when they grow up.