Focus on Goodwill: It's a Matter of Trust

Goodwill is a surplus of value that an organization or company holds above purchased value. Goodwill is "franchise value". We have to remember that as John Wooden said, "character is what you really are and reputation is what people say you are."

The Red Sox, currently of questionable character, despite all the good things that they've done for the community, have to rebuild their goodwill and convince people that the Sox deserve their loyalty AND their money.

Once again, management has taken the brunt of the criticism for behavior that ostensibly rests at the feet of players. Nobody says that players can't eat or drink alcohol. Maybe some players, like Mickey Mantle, functioned at a 'good' level even when intoxicated. But as Billy Joel would say, "it's a matter of trust", and the Sox need to come out and 1) accept responsibility, 2) promise organizational culture change, and 3) follow-through on it.