Luck Companies also has worked with the Hay Group, a management consulting company that collaborates with such powerhouses as Disney and Toyota and partners with Fortune magazine to develop its “The World’s Most Admired Companies” list. The Hay Group typically publishes 10 white papers on a variety of management topics each year. It is currently working with Luck Companies to develop a white paper on employee engagement.

“We’ve been evaluated by them for three years in a row now,” Luck says. “Our scores clearly show that we have world-class enablement and engagement with our associates. We are among the top 10 percent in the world.”

The Hay Group is not the only one paying attention. Professors from the Virginia Commonwealth University published a case study about Luck Companies in one of its prominent textbooks for strategy entitled Strategic Management Concepts: Competitiveness and Globalization, by Hitt, Ireland, and Hoskisson.

Further, Andrew O’Connell, senior associate editor of the Harvard Business Review, recently completed an article on emotional labor that features Luck Companies. Its publication is pending.

Each report furthers Luck Companies’ mission to share its message of values based leadership. Luck says that it is his goal for Luck Companies to be recognized as a global leader in values based leadership by 2015.

“To have the foresight to see both the need and the opportunity is extraordinary,” Fernandes says of Luck’s advocacy of values based leadership. He was particularly impressed with Luck’s courage in the face of early skeptics. “All human beings have a mission in life to carry out. This is Charlie’s mission. It’s his authentic place.”