This is not a recession; it’s a code red total reset

This is not a recession; it's a code red total reset. Today every corporation in any market category has the opportunity, the responsibility and the fiduciary duty - during a narrowing time period - to strategically face three hard truths.

First, the economic meltdown was caused in significant part by short-term thinking and a "profits at all costs" attitude on the part of some of the most powerful corporations.

Second, on the environmental front, the world's natural resources -from water to oil and wood- are diminishing at an alarming rate, while carbon dioxide levels in our atmosphere have reached their highest point in 15 million years.

Third, in response to the preceding two facts, citizens have revolted against Wall Street, large multinationals, and media institutions, leading to a worldwide trust deficit. The trust deficit manifests in tangible ways, from a marked decrease in consumer spending in key categories to the unprecedented wave of activism around the 2009 December's UN Copenhagen Conference.

The collective impact of these issues on business and human kind cannot be underestimated, and an informed public appreciates the implications. Stakeholders have come to expect swift action and authentic engagement from corporations. Canned public statements, corporate rhetoric or dismissive attitudes regarding social or environmental issues are often seen as a signal of hostility against the greater good, whereas the most trusted companies are those exhibiting the highest levels of candor. Welcome to the age of corporate transparency.