“I try to get people here at Cargill who represent our brand, the stakeholders, to think and behave according to the platinum rule, not the golden rule,” says Paul Hillen, vice president of global marketing for Cargill. “The golden rule is to treat others the way you want to be treated. The platinum rule is to treat others the way they want to be treated. From a customer loyalty standpoint, it is important to acknowledge how they want to be treated. That’s core to our....