ABSTRACT
Some years ago, an automobile industry executive is reported to have said to his staff: ”We are not in the business of building cars. We are in the transportation business!” Presumably, that statement was inspirational, designed to broaden the vision and aspirations of his workforce, and it seems to have had the desired effect. Over the past few years we have heard similar adjurations made to workers in the radio field (”you are in the communications business”) and in the book field (”you are in the information business”). Granted, a motive behind these adjurations is to increase market share. It is also an appeal to see the big picture and involve workers beyond the immediate outputs of their jobs. Involving workers in this manner draws in the whole person and his or her full range of capabilities, not just the part of the person serving as an instrument of production.
