The enlightened capitalists: cautionary tales of business pioneers who tried to do well by doing good

The pioneers

The first business reformer: Robert Owen (1771-1858)

Man with a thousand partners: James Cash Penney (1875-1971)

The businessman who "cleaned up the world": William Lever (1851-1925)

Kisses sweeter than wine: Milton Snavely Hershey (1857-1945)

Creating an enduring enterprise: James Lincoln (1883-1965)

New forms of incorporation and governance: John Spedan Lewis (1885-1963) and John Joseph Eagan (1870-1924)

Johnson & Johnson's roller-coaster ride: Robert Wood Johnson (1893-1968) and James Burke (1925-2012)

Great genes: Levi Strauss (1829-1902) and his heirs

Marks & Sparks: Michael Marks (1863-1900) and the Marks and Sieff families

The golden era

Leadership as an art: Max de Pree (1924-2017)

Too much of a good thing: William C. Norris (1911-2006)

Business mavericks: Ken Iverson (1925-2002), Robert Townsend (1920-1998), Herb Kelleher (1931-), Bill Gore (1912-1986), and Terri Kelly (1963-)

The patricians: Thornton Bradshaw (1917-1988), J. Irwin Miller (1909-2004), Edwin Land (1909-1991), John Whitehead (1922-2015), and Roy Vagelos (1929-)

Environmentalists, or capitalists?: Anita Perella Roddick (1942-2007) and Tom Chappell (1943-)

Lever Redux: Ben Cohen (1951-)

Capitalists of a different stripe: Yvon Chouinard (1938-), Jack Stack (1949-), Robert Beyster (1924-2014), and others

Yesterday, today, and tomorrow

Looking back: what we have learned

Looking forward: the prospects for enlightened corporate leadership.