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Thunderbird’s Oath - A Personal Brand Strategy

Time Magazine recently did a piece on corporate ethics titled Training Managers to Behave. In it they cite the Thunderbird Graduate School of Global Management’s Oath of Honor as a step towards “rethinking the balance between doing well and doing good.”

As a Thunderbird and a global citizen, I promise: I will strive to act with honesty and integrity, I will respect the rights and dignity of all people, I will strive to create sustainable prosperity worldwide, I will oppose all forms of corruption and exploitation, and I will take responsibility for my actions. As I hold true to these principles, it is my hope that I may enjoy an honorable reputation and peace of conscience. This pledge I make freely and upon my honor.

While this written Oath of Honor was not in place when I graduated from Thunderbird in 1991 - it has certainly always been there in spirit. And now some 18 years on as I head up Bracco HPF, I see that that vision has traveled with me. My hat is off to the class of 2004 - good job in codifying the spirit of T-Bird into an oath of honor.

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