"The binding of reason and intuition is the fundamental crisis of the era we call humanity. Transcedence of duality is the key."

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In setting up a business under the name and meaning of the Golden Rule, I was publicly binding myself, in my business relations, to a principle which had been a real and intimate part of my family upbringing. Our idea was to make money and build business through serving the community with fair dealing and honest value.

— James Cash Penney