In this book Tom Lloyd tackles the unacceptable face of the company, and, by applying insights drawn from genetics and evolution to the company, proves that it is an individual species at a much earlier stage of its evolution than humanity. Further, he argues that at the start of the 1990s recent changes in the social and political climate and the stage of evolution of the company favour the emergence of strategies which are nicer than traditional approaches of aggression and brutality. In the most telling part of the book, Lloyd puts the case persuasively that nice does not mean weak. On the contrary, the basic tenet of The 'Nice' Company (backed by statistical evidence) is that nice companies can be - and, indeed, are more profitable than their nastier rivals. To be nice is to be strong and profitable.