IBM has come to be synonymous with America businesses acumen for building, refining and expanding at home and globally. The firm has thrived over a span of time that included two world wars and many lesser ones, the great depression and a number of financial bumps in the road, periods of fantastic growth as well as a frightening setback. It has survived and prospered by creating a cultural for success that prevails today.

The forerunner to the company was established in the 1880s when the firm's founder invented a machine that helped the US Census Bureau complete the tabulating task in two rather than ten years and saved the government millions. In 1911, this firm combined with three others to form the Computing Tabulating Recording Corporation (CTR).

In 1914, Thomas J. Watson joined the company as general manager and became president a year later. He was innovative and believed in team work as well the motivation and retention of good employees. Soon after he arrived, the first disabled employee was hired. He started training programs. And it was Watson who coined the famous company slogan: "Think." Ten years after his arrival, the company changed its name in order to more accurately reflect the company's mission and goals to International Business Machines (IBM).

Even during the Great Depression, IBM continued to hire people and was among the first companies to provide group life insurance, survivor benefits and paid vacations. All the while, Watson saw to it that the firm reinvested in its future through research and development activities. He strongly believed in "world peace through world trade" and had that statement inscribed on the headquarters building in New York. But, when WWII broke out, he offered his company's facilities for the production of military ordinances. It was during the war that the first woman became an IBM vice president. Immediately after the war ended, the company hired its first black salesman.

As the post war recovery took place, the company was faced with making the transition from mechanical counter devices and systems to the electronic age. This effort was interrupted with Watson's death at age 82. His son, Tom Watson, JR., took over and completely reorganized the company while keeping his father's philosophies and policies in place. After his retirement in 1971, IBM continued to flourish.

The shift to PCs and an influx of new technology in the early 1990s had a devastating effect on IBM. It had to shed old products and seek new areas of opportunities. The firm lost nearly half its workforce, but continued to practices the proven principles for success.

Today, less than two decades later, IBM is back up to about the same number of employees and revenues have increased to well above previous levels. This demonstrates that a commitment to excellence at all levels within a company can payoff for everyone involved, in spite of setbacks. Other companies could learn from IBM's performance. And, the government might learn a thing or two as well, if it were so inclined.

Don Potter is a Philadelphia native and 50 year veteran of the advertising agency business. Now living in Los Angeles, he has written two novels in retirement and frequently writes and speaks on marketing issues. Potter is the founder and editor-in-chief of NewSeniors.com, the first online magazine dedicated to those 65+.

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