When Jack Lindsay hears the word SOUL, he thinks of his first job right out of college in Los Angeles at the Carnation Company. The president of the company, Alfred Ghormley, made a lasting impression on the new recruit. Mr. Lindsay recalls:
"He talked quietly about quality, integrity, and commitment to serve the customer. He spoke from the heart. After that meeting, I visited with others who knew the president personally, and I asked them to tell me about him. Several used the same comment: 'He is the soul of the company.'
"That fundamental lesson has served me over the years in business: understand the need of the customer and then provide the highest quality and service to meet that need. Since that experience, I have always worked hard to understand the purpose of my business undertaking in terms of serving others. What are the needs to be met, who needs this help, and how is it delivered? How can I express the true soul of SOUL in my business?
