Fairness is something people feel. You cannot fool workers with fancy titles, by calling people 'associates' or holding pep rallies, or by convoluted profit-sharing schemes that vest on the seventieth birthday. So often in business literature the question comes up as to what is the best way to treat your employees. It is a question with no meaning. The question you should always ask is what do you think of your employees. What you think about the people you work with will decide how you treat them, and will determine how you structure your company." (p. 114)