conversation is an engine

People have conversations. Do companies?

On Tuesday the head of France’s national railroad apologized for trundling 20,000 Jews to Nazi camps in 1943-1944, as reported by the NYTimes and carried locally by the StarTribune. US Lawmakers, survivors and descendants had moved to block SNCF from winning US contracts had the company not acknowledge their role. The official word from the firm said the apology was part of “the company’s longtime effort to examine its past and denied that it was prompted by the company’s U.S. ambitions.”

There are at least three striking things about this story.

One: It defies logic to disconnect the company apology from looming loss of revenue from possible US contracts. To insist otherwise cheapens their communication. One clearly connects with the other.

Two: Applying economic pressure to force a company to tell the truth about their role in administering a great evil is a marvelous use of our capitalist instincts. There is a fair amount of both optimism and boldness in this move, especially since official spokespeople nearly always sidestep words that link their brand with anything other than blue sky, sunshine and happy smiling faces. Bravo, lawmakers, survivors and descendants!

Third: To think that a company has a “longtime effort to examine its past” strikes me as, also, beyond belief. Companies incorporate for economic muscle. They organize to move forward, they look for opportunity, hone in and exploit. Companies make money. Companies don’t sit at an outdoor café examining past failings. I’m hard-pressed to think of any introspective executive who would free a budget line item for “Company Introspection.” Please, please let there be such a leader in this world. But maybe French companies have a soul?
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