Sid Cato -- January 2002 Quiz Answers

(Answers for January 2002)

1. Egotism in the world's corporate suites threatens to expand out of control. True or false?
Answer: On the contrary: For the first time since 1984 when I introduced SCRAMMS—an acronym for Sid Cato Rails Against the Mirror, Mirror Syndrome, an attempt to talk sense to egotistic corporate chieftains—no "winners" existed among 2000 annuals. Nary a CEO warranted a slap on the wrist—or worse—for an ego run wild.

2. One CEO who consistently rates praise from you for his humility (in his company’s annual report, that is) is Walt Disney’s Michael Eisner. True or false?
Answer: False again. The ex-ABC usher is one of the very worst, year after year. His letter threatens to emulate kudzu, spreading over 18 pages in the 1996 Disney report alone. Honest? Forget it.

3. You were asked this question last month: You have a reputation of never deigning to mention prominent corporations not among your favorites. True or false?
Answer: Again, false. Try telling AT&T Sid Cato plays favorites. I spent Election Day 2000 advising the company on what's wrong with its annual report—and it wasn’t a short meeting—yet we've continued to take the company to task for its print piece. So much so, in fact, it didn't send us its 2000 report. Its service, though—as a public utility—is a favorite. Its AT&T WorldNet is marvelous, as is its handling of, and pricing for, long distance phone calls.

4. Early 2001 reports indicate a bumper crop this year. True or false?
Answer: Decidedly false. While the world's 2000 reports overall finished with an 11.8% Cato Positive Index, indicating inclusion of indicators of a report's positive nature, early 2001s—by companies on a fiscal-year basis—are in the hole; that is, they’re averaging a negative rating. -4.7%, to be precise.

5. Basically, your oft-stated premise concerning producing an award-winner encompasses one or two basic elements. True or false?
Answer: False again. In the January 2002 issue of my newsletter, I devoted a page to, in my words, "10 pithy suggestions for annual report producers." First and foremost: "Err on the side of liberality." Translated, that means, "When in doubt, tell the truth, the whole truth and nothing but the truth."

6. Once you've announced your winners in various categories, far be it from anyone to interfere, to disrupt things. True or false?
Answer: False again. At year's end among 2000 reports, we came upon the Ecolab report, which had slipped through the cracks (that is, hadn’t been evaluated). To my surprise, it not only garnered a slot among the year's best, with its qualifying 100 (of a potential 135) points, but it also edged out the former pack-pacer (BellSouth) as year’s best written.

Return to January 2002 quiz page

Test your knowledge by taking previous monthly quizzes


	1.	Egotism in the world's corporate suites threatens to expand out of control. True or false? *Answer:* On the contrary: For the first time since 1984 when I introduced SCRAMMS—an acronym for Sid Cato Rails Against the Mirror, Mirror Syndrome, an attempt to talk sense to egotistic corporate chieftains—no "winners" existed among 2000 annuals. Nary a CEO warranted a slap on the wrist—or worse—for an ego run wild.

	2.	One CEO who consistently rates praise from you for his humility (in his company’s annual report, that is) is Walt Disney’s Michael Eisner. True or false? *Answer:* False again. The ex-ABC usher is one of the very worst, year after year. His letter threatens to emulate kudzu, spreading over 18 pages in the 1996 Disney report alone. Honest? Forget it.

	3.	You were asked this question last month: You have a reputation of never deigning to mention prominent corporations not among your favorites. True or false? *Answer:* Again, false. Try telling AT&T Sid Cato plays favorites. I spent Election Day 2000 advising the company on what's wrong with its annual report—and it wasn’t a short meeting—yet we've continued to take the company to task for its print piece. So much so, in fact, it didn't send us its 2000 report. Its service, though—as a public utility—is a favorite. Its AT&T WorldNet is marvelous, as is its handling of, and pricing for, long distance phone calls.

	4.	Early 2001 reports indicate a bumper crop this year. True or false? *Answer:* Decidedly false. While the world's 2000 reports overall finished with an 11.8% Cato Positive Index, indicating inclusion of indicators of a report's positive nature, early 2001s—by companies on a fiscal-year basis—are in the hole; that is, they’re averaging a negative rating. -4.7%, to be precise.

	5.	Basically, your oft-stated premise concerning producing an award-winner encompasses one or two basic elements. True or false? *Answer:* False again. In the January 2002 issue of my newsletter, I devoted a page to, in my words, "10 pithy suggestions for annual report producers." First and foremost: "Err on the side of liberality." Translated, that means, "When in doubt, tell the truth, the whole truth and nothing but the truth."

	6.	Once you've announced your winners in various categories, far be it from anyone to interfere, to disrupt things. True or false? *Answer:* False again. At year's end among 2000 reports, we came upon the Ecolab report, which had slipped through the cracks (that is, hadn’t been evaluated). To my surprise, it not only garnered a slot among the year's best, with its qualifying 100 (of a potential 135) points, but it also edged out the former pack-pacer (BellSouth) as year’s best written.