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The “Noble Experiment” - Can Business Be A Force For Good

The “Noble Experiment” - Can Business Be A Force For Good

Seth Getz
6/5/18
Local Business, Sustainable Business, Social Entrepreneurs

Values Matter...

I recently watched a YouTube video about Jackie Robinson and his experience breaking the color barrier in Major League Baseball. He did it with a great deal of courage, and with patience for the extremely narrow-mindedness and intolerance of people venting their hatred at him. 

Baseball is a sport of extreme mental concentration and focus. Players are easily thrown off their game by even minor distractions. Yet Jackie, in spite of all the off the field (and sometimes on the field) abuse he suffered, was able to play top-notch baseball. He did it with an intensity and aggressiveness that eventually gained him the grudging respect of a nation that, in those days, still harbored deep prejudices. Many hated him for his skin color, but came to respect his skills and the way he conducted his life and played the game of baseball. Eventually, Jackie was elected to the Baseball Hall of Fame. To this day, he is the only player to have his number retired by all of baseball. One day each year all major league players wear number 42 in his honor. 

Watching the YouTube video again reminded me of my admiration for Jackie, but this time my attention was drawn to two key players in the Jackie Robinson story. Branch Rickey was the President and General manager of the Dodgers, and the team owner was Bill Veeck. It was they who decided that something needed to be done to break the color barrier in baseball. They knew it would be futile to try to convince people to change their prejudices, or attempt to legislate change through the baseball commissioners office, so they made a courageous decision.

They just did it. They put a black man on their baseball team.

They didn’t do any market testing. They didn’t mount a publicity campaign to try to convince fans that “colored” people could and should play baseball at the highest level. They didn’t wait until it was an acceptable, normal practice. They put a black man on their team knowing full well that it would create a shock wave in the world of baseball, and that the man they selected would be subjected to extreme insult and abuse. 

Why did these two businessmen, already successful and respected, want to disrupt the status quo of the baseball world? Why did they take on such a huge risk that would potentially threaten their already successful business?

They had the conventional goals of baseball team owners -- to own a successful, profitable business, and to prove themselves to be the best baseball club in the world by winning the World Series. But they shared another goal. Really more than a goal -- a sense of mission. They wanted, somehow, to make the world a better place. I don’t know that they ever thought of it as a mission or made any kind of “mission statement.” But that’s what it was. A mission.

It’s commonly understood in the business world that a business is all about making money and that’s it. Standard business wisdom is that businesses should be focused on the bottom line. Maximize profits. Grow the business. Increase value for the shareholders. When management loses its focus on the bottom line, stakeholders become angry, and industry/business experts criticise the business and its leadership. 

Is that right? Is that all there is? 

Let’s ask a few questions about this basic belief and see if we can find a deeper truth about the world of business. Read on
 

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