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James Cash Penny started a general merchandise store in Kemmerer, Wyoming in 1902, which he built into a multi-billion dollar enterprise on the guiding principle of the Golden Rule. For years J.C. Penny stores were called “Golden Rule stores”. It was Mr. Penny’s belief that success would come by treating customers as he would want to be treated. This extended to how he treated his employees, whom he preferred to call “associates.” He knew by helping them to prosper, his own success would be assured. When he died in 1971, J.C. Penny’s was the fifth largest department store in America with over 1,700 outlets--the Golden Rule stores.

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