A 90-year evolution: beliefs and values at IBM 0
In the IBM Archives, there’s a “IBM Management Principles & Practices” document that reflects the culture of an organization where I spent 28 years. The 19 pages includes articles by seven IBM chairmen over a span of 90 years (published in 2002):
| # | Article | Author | Date |
| 01. | Basic Beliefs and Management Principles | Thomas J. Watson, Jr. | April 1969 |
| 02. | Basic Management Responsibilities | Thomas J. Watson, Jr | July 1960 |
| 03. | Be Yourself | Frank Cary | September 1975 |
| 04. | Community Education | Thomas J. Watson, Jr. | August 1961 |
| 05. | Community Service | T. Vincent Larson | December 1971 |
| 06. | Conformity | Frank Cary | August 1973 |
| 07. | Decision-Making | Thomas J. Watson, Jr. | October 1963 |
| 08. | Equal Opportunity | Frank Cary | February 1974 |
| 09. | Ethical Conduct | Thomas J. Watson, Jr. | June 1961 |
| 10. | Gobbledygook | Thomas J. Watson, Jr. | February 1970 |
| 11. | Human Relations | Frank Cary | December 1975 |
| 12. | Managing People | Thomas J. Watson, Jr. | October 1964 |
| 13. | Moves | Thomas J. Watson, Jr. | May 1968 |
| 14. | Provincialism | Thomas J. Watson, Jr. | June 1962 |
| 15. | Quality | John R. Opel | December 1981 |
| 16. | Recognition | Thomas J. Watson, Jr. | March 1970 |
| 17. | Thinking | Thomas J. Watson, Sr. | February 1930 |
| 18. | Trust | John F. Akers | June 1986 |
| 19. | Why | Thomas J. Watson, Jr. | May 1963 |
| 20. | Women | T. Vincent Learson | August 1970 |
| 21. | Win, Execute and Team | Louis V. Gerstner, Jr. | 1998 |
The article that led my interest was “Basic Beliefs and Management Principles”, which alphabetically happens to be first. The “codification of the basic beliefs” is placed in the year 1962 by the IBM Archives, so the 1969 restatement by Thomas J. Watson, Jr. came seven years later. The letter was addressed to IBM managers: the first three points review the basic beliefs, followed by four principles for managers to heed:
Basic Beliefs and Management Principles
As you all know, we have long held to three basic beliefs in the conduct of this business: Respect for the individual, the best customer service and superior accomplishment of all tasks.












