This year, our sister company Bassi Investments (a registered investment advisory firm) enters its tenth year of managing portfolios based on many of the concepts we've outlined in our forthcoming book (Good Company: Business Success in the Worthiness Era). 

By and large, these portfolios knock the socks off the S&P 500, the standard performance benchmark.  (In the spirit of full disclosure, one portfolio has slightly underperformed the market: an experimental one based on a particularly narrow concept of human capital management.) 

Our longest running portfolio, which we launched in December 2001, has outperformed the S&P 500 by 40 percentage points since inception, before fees.  (In the graph below, the Bassi Investments portfolio is the top line and the S&P 500, excluding dividends, is the bottom line).

As registered investment advisors, we must add the important disclaimer that past performance is no guarantee of future results.  Additional information is available by contacting Bassi Investments.

In Chapter 5 of Good Company, we review this and other "hard-nosed" evidence on whether it pays to be a good company.  The answer?  A strong YES.