Johnson & Johnson Tylenol recall

The credo-driven recall as a case where doing the right thing improved the business by more than the cost.

These are all kinds of variations. The famous one is when Johnson & Johnson found out that someone was spiking the Tylenol, putting poison in their Tylenol on store shelves. They recalled all of it. They hadn't done anything wrong, but it was their product and their reputation. They have a credo at Johnson & Johnson that basically comes out of the Hippocratic oath: they will not do any harm. Johnson & Johnson actually calculated that their business improved by more than the cost of recalling all the Tylenol. They got great press for doing the right thing, even though it wasn't their fault.