At the annual meeting of the Society for Business Ethics in Boston in 1997 the guest speaker was Aaron Feuerstein, the acclaimed CEO of Malden Mills, who brought tears to the eyes of skeptical academics with his tales of the mill fire in 1995 and his generous actions towards his employee.I had written a case about him during the winter of 1996 and suggested him as a speaker for the annual meeting. After the meeting, I was given a guided tour of the gleaming rebuilt factory in Lawrence, Mass., and was duly impressed by the state of the art manufacturing technology used to make that cozy fleece, Polartec, which in made from recycled plastic. Aaron Feuerstein's star continued to shine in the business press, and even in 2004, as a hero who paid his employees for a number of months after the fire destroyed their jobs.