“Has business a soul?
Has it any quality or characteristic by which it lives, thrives, and grows to majestic proportions?
If there are things that disrupt and destroy business, there are also things that establish and perpetuate business.
These elements are many — industry, frugality, fair-dealing, self-respect, considerateness.
But the soul of business is confidence.”
¬ J.C. Penney, Lines of a Layman, 1956