Reciprocity, Incorporated

In the pages of Reciprocity, Incorporated you will find advice to entrepreneurs and the abiding example that good citizenship is, in fact, good business.

Augie Nieto, founder and former CEO of the highly-successful, multi-million dollar company, Life Fitness, Inc., was diagnosed with Lou Gehrig's disease in 2005. There's no known cure, and once Augie recovered from the shock, he entered into a partnership with the Muscular Dystrophy Association to raise funds to fast-track research into the causes of and possible treatments for ALS. In the course of his fundraising, Augie stumbled across a new business paradigm, new to him anyway. While some companies simply wrote him checks, others had clearly institutionalized their compassion and exhibited a pronounced corporate social conscience, a full embrace of the web of obligations that connects us all.