In a book entitled The Transparent Leader, Herb Baum, former CEO of Dial Corporation, argues that integrity is a major key to ethics in leadership. He also tries to walk the talk—no reserved parking place, open door, honest communication, careful listening, and hiring good people. Believing that most CEOs are overpaid, he once gave his annual bonus to the firm’s lowest-paid workers. He also tells the story of an ethical role model—a rival CEO, Reuben Mark of Colgate Palmolive. Mark called him one day to say that a newly hired executive had brought with him to Colgate a disk containing Dial’s new marketing campaign. Rather than read it, he returned the disk to Baum—an act Baum called “the clearest case of leading with honor and transparency I’ve witnessed in my career.”