Cardinal virtues
ANSWERS, please. This is the time of year when a capable lady comes round from the market researchers. She ques- tions me about some 50 companies, which want to find out how well they are known and regarded. I do my best, which is uneven. I admit to a minimal knowledge of the pet-food industry, I forget what British Brass Buttons makes, and when I am asked how privatised industries can improve their public relations, my suggestions, though constructive, are slanderous... Then, this year, she sets a new question for which I am unprepared, and bowls me out. 'When you are assessing a company', she asks, `what qualities do you look for?' I say `Honesty', automatically, and stop. There is silence. I try again, with 'Competence'. I still sense that this will not suffice to satisfy the examiners. I offer 'Flair', and stick. We move to the next question. Ever since, I have been trying to improve on my answer. Honesty, competence, flair — yes, that is certainly the right order, and how few companies have all three, but. . . . What should I have said? I'd appreciate sugges- tions, and, through the kindness of Matth- ew Clark and Sons, am able to offer a magnum of Taittinger champagne for the best.
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