Contents -- Foreword -- Gitcha a biscuit… -- The color of winter -- Brother got the farm -- The founder -- Branding without all the hoopla -- Ethics by example -- The Golden Rule -- SCA -- Chief crank-turner -- It's in the bag -- Soft power, hard dollars -- A best company to work for -- Avoiding the train wreck -- The tyranny of the short term -- Illuminating private ownership -- A"maze"ing interstates -- Tomorrow and tomorrow -- Index.