Just Do It…RIGHT!  

You can hardly buy it now.  It’s a rare 2001 poster print ad for Nike depicting Lance Armstrong on his racing bike with the headline quote:  “This is my body.  And I can do whatever I want to it.  I can push it.  Study it.  Tweak it.  Listen to it.  Everybody wants to know what I’m on.  What am I on?  I’m on my bike busting my ass six hours a day.  What are you on?”  And then of course, that memorable Nike swoosh with that line, “Just Do It.”

It’s tempting to pile on the criticism, the bashing, the scorn, the cynicism, the outright disgust over the now defamed seven time “winner” of the Tour de France.  Now some twelve years later having admitted to Oprah Winfrey that he was in fact on performance enhancing protocols, Lance Armstrong has become the latest face of lying, cheating, and unethical behavior.

But I’m not into bashing and piling on and using too much of my time pointing to examples of ugly, disreputable and dishonest conduct.  You can find that in newsprint, hear it on radio and see all you want on network and cable news.  

But there are many people, companies and firms—most in my opinion—who wisely see Nike’s tag line ”Just Do It” as insufficient and wholly inadequate.  These, by their involvement in communities, churches, temples, and leadership in their respective entities, might suggest to Nike that the tag line would be improved to read, “Just Do It RIGHT!”

One could compellingly argue that Kenneth Lay (Enron), Bernie Ebbers (WorldCom), and Bernie Madoff “did it” and prospered not only themselves but hundreds and thousands doing it with them.  Of course the significant omission in all of what they did was a lack of integrity and callousness and insensitivity toward their investors’, employees’ and the general public’s well-being.  “Just doing it” was all about them, their insatiable appetites, their greed, their power, and in short, their well being.

CH2M HILL is a $6 billion plus design, construction and engineering firm based in Englewood Colorado doing business in over 50 countries.  The company’s founders and current leadership recognize the threats and temptations in their industry and have committed since inception to operate CH2M HILL with integrity, social responsibility, environmental sensitivity and yes profitably for all its stakeholders. 

The company’s commitment to management responsibility and integrity dates back to its co-founder, Jim Howland, who in 1982 authored ethical concepts in Little Yellow Book which is complemented by the company’s Employee Ethics & Business Conduct Principles.  Some excerpts from Little Yellow Book reflect the company’s intention to operate ethically:

• Excessive perks trap the receiver.
• Let’s everybody be generous.
• Let us be flamboyant when it comes to dreaming and thinking
• Integrity is the all-important prerequisite to employment.  The person must be honest with himself and others or we have no foundation on which to build.
• The person closest to the action has the best chance of making the right decision
• Rules are for everyone.

CH2M HILL is no perfect company and yes, they’ve had some problems over the years with ethics failures.  But they work at doing it right!  The company’s leadership is committed and they seek the commitment of employees and suppliers and all stakeholders to the course of integrity and fair dealing.

I am convinced that ethical behavior is not accidental or genetic but moreover is a choice.  Appropriate conduct in the marketplace is purposeful and intentional.  “Just do it right” eschews short-cuts, abhors self-dealing, frowns on few winners and many losers, but revels and glories in a community of leaders, employees, suppliers and investors whose commitment to integrity is the most profitable and satisfying course of all.

“Just Do It.”?  Yes, but do it right!

Ad astra

Per aspera

David A. Costello, CPA

Chairman, Center for the Public Trust