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About forty years ago, before anyone had heard or even contemplated the term, “FedEx”, Federal Express marketing guru, Vince Fagan worked with the company’s ad agency to create one of the most effective brand tag-line’s in history:  Absolutely, positively, overnight. In just 3 words, they focused like a laser on the very essence of what the young, startup company meant to convey to the world:  Speed, reliability, and Commitment with a capital “C”. This tagline was used successfully in a series of hilarious commercials that brought the firm out of the shadows, and created a new term and an idea: FedEx.

What they didn’t envision was the impact that having those 3 words plastered on television screens everywhere would have internally on the purple-clad FedEx workforce. You see, what people inside the company knew was that our still meager assets and operating systems were capable of doing the overnight thing usually, but with seemingly uncontrollable factors like weather, mechanical breakdown, and shipping capacity, the Absolutely, Positively part was a real push.

New "Best Companies to Work For" List Revealed

by Bill Catlette

03.09.17

Last night, @AlanSMurray and the Fortune Magazine editors and journalists revealed for the twentieth time their annually curated list of the “100 Best Companies to Work For in America.”  The list is special to me, for two reasons.

First, my most significant employment experience prior to branching out on my own was at an early stage FedEx. Our HR team, took considerable pride in seeing to it that the company earned a high position on the early lists, and then took advantage of the reputational tailwind in our recruiting efforts. The source of the cover photo for this piece proudly occupies space in my office.

Second, and as importantly, since leaving FedEx, the most significant part of my work has centered on helping others appreciate just how profoundly the behaviors that make a company a great place to work impact the bottom line. Indeed, we’ve written four books on this very topic. I can’t tell you how proud I am to see companies that we’ve written about and bragged on in speeches and seminars across the globe continuing to earn this distinction, and indeed moving up the list. We’ve made many of them our own vendors of choice because they are just that good. Companies like Kimpton Hotels & Resorts, Marriott, Delta Air Lines, Mayo Clinic, David Weekley Homes, Publix, Google…