WSJ free feature: How Boss’s Deeds Buff A Firm’s Reputation – Gates’s Philanthropy Puts Microsoft Atop Yearly Survey Of Best, Worst Companies: “Top-ranked Microsoft managed to beat Johnson & Johnson, whose emotionally appealing baby-products business had kept it in first place for a remarkable seven consecutive years. In the Reputation Quotient survey conducted by market-research firm Harris Interactive Inc., respondents gave Microsoft very high marks for leadership and financial results. But Mr. Gates’s personal philanthropy also boosted the public’s opinion of Microsoft.”