Sid Cato -- Answers

(Answers for August 2000)

1. Given all the reports you have to analyze each year, you really don't have much time to devote to any one annual. True or false?
Answer: False. Over the years, I've taken pride in the fact that when my instincts tell me it's necessary, I skid to a halt. For instance, I agonized over three months before accusing Volvo of deceit in its annual report several years back. I waited three months before devoting a special, four-page section to the body of work of a New York design firm (they call themselves by the contemporary "branding" now), Addison. I've waited more than three months, a quarter of a year, to decide—after all the dust settled, and upon reflection and comparison with how others are being evaluated—whether Ford Motor's CEO warranted all 15 points for his involvement in the key corporate communiqué. His aides assured me "It's his document!" I wanted to determine on my own, hence the wait.

2. Competition between companies in the same industry tends to be white hot. True or false?
Answer: I'd assume so. I know Pfizer was none too happy a year ago that its report compared unfavorably with that of competitor Merck. I'm sure General Motors won't be singing my praises when it learns how well its crosstown Detroit rival Ford has fared, and how poorly it compares.

3. Once a company has been accused (by you) of playing loose with the truth, it's virtually impossible to get off your "list"—that is, get on your good side. True or false?
Answer: Bindley Western Industries wouldn't agree with you. I suggested a year ago its CEO wasn't honest—not by my standards, at least. This year's report has achieved "world-class" status with its score, and its overall product. And its CEO's honesty wasn't called into question this time. That's his "fault," not mine. I calls 'em as I sees 'em.

4. Okay: Then how about design agencies. Isn't it true your motto is "Once a bum, always a bum"?
Answer: Again, false. I had harsh words to say, years ago, about an Atlanta-based graphic design firm. I felt its product was only so good as the client demanded. Years hence, I'm singing the praises of Critt Graham + Associates for its precedent-setting, groundbreaking efforts. So, either I was wrong years back, or the agency has improved something awesome.

5. You used to run a feature entitled "Silly Signatures"—the illegible scribbling of CEOs from around the world (yourself included!). You stopped that years ago because of pressure from Chief Executive, the magazine you're a contributing editor for. True or false?
Answer: Believe it or not, Chief Executive applies little if any pressure, though inevitably we disagree from time to time. It never once commented on my "Silly Signatures" feature—which I decided to run again, a result of inquiries over the years from subscribers. And, yes, my scrawl included.

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	1.	Given all the reports you have to analyze each year, you really don't have much time to devote to any one annual. True or false? *Answer:* False. Over the years, I've taken pride in the fact that when my instincts tell me it's necessary, I skid to a halt. For instance, I agonized over three months before accusing Volvo of deceit in its annual report several years back. I waited three months before devoting a special, four-page section to the body of work of a New York design firm (they call themselves by the contemporary "branding" now), Addison. I've waited more than three months, a quarter of a year, to decide—after all the dust settled, and upon reflection and comparison with how others are being evaluated—whether Ford Motor's CEO warranted all 15 points for his involvement in the key corporate communiqué. His aides assured me "It's his document!" I wanted to determine on my own, hence the wait.

	2.	Competition between companies in the same industry tends to be white hot. True or false? *Answer:* I'd assume so. I know Pfizer was none too happy a year ago that its report compared unfavorably with that of competitor Merck. I'm sure General Motors won't be singing my praises when it learns how well its crosstown Detroit rival Ford has fared, and how poorly it compares.

	3.	Once a company has been accused (by you) of playing loose with the truth, it's virtually impossible to get off your "list"—that is, get on your good side. True or false? *Answer:* Bindley Western Industries wouldn't agree with you. I suggested a year ago its CEO wasn't honest—not by my standards, at least. This year's report has achieved "world-class" status with its score, and its overall product. And its CEO's honesty wasn't called into question this time. That's his "fault," not mine. I calls 'em as I sees 'em.

	4.	Okay: Then how about design agencies. Isn't it true your motto is "Once a bum, always a bum"? *Answer:* Again, false. I had harsh words to say, years ago, about an Atlanta-based graphic design firm. I felt its product was only so good as the client demanded. Years hence, I'm singing the praises of Critt Graham + Associates for its precedent-setting, groundbreaking efforts. So, either I was wrong years back, or the agency has improved something awesome.

	5.	You used to run a feature entitled "Silly Signatures"—the illegible scribbling of CEOs from around the world (yourself included!). You stopped that years ago because of pressure from Chief Executive, the magazine you're a contributing editor for. True or false? *Answer:* Believe it or not, Chief Executive applies little if any pressure, though inevitably we disagree from time to time. It never once commented on my "Silly Signatures" feature—which I decided to run again, a result of inquiries over the years from subscribers. And, yes, my scrawl included.