Fishman writes that Lee Scott was the CEO of Wal-Mart from 2000 to 2005. During his tenure, the corporation grew, but criticism against Wal-Mart developed throughout the United States. Organizations like Wal-Mart Watch and Wake Up Wal-Mart criticized Wal-Mart’s policies, new stores, and philosophy. Fishman writes that he spoke with Scott about his experience running a company that was both successful and demonized (ix). They met in Scott’s Florida home in 2010 after Scott turned his job over to Mike Duke. In their conversation, Scott explained that he sought help from President Bill Clinton about “how to blunt the attacks” against Wal-Mart (x). President Clinton encouraged him to think differently about the situation, because no one was responding to the facts the company put out in their own defense. Scott eventually stopped ignoring critics and rounded up a panel of officials and experts at Wal-Mart’s headquarters in Bentonville, Arkansas. Attendees included Thomas “Mack” McLarty, Al Gore, E. O. Wilson, Jared Diamond, and the Reverend Al Sharpton. The panel advised Scott on how to better the company and respond to attacks. The meeting helped Scott understand Wal-Mart’s real problems and the need to give Wal-Mart a better story (xiv).

Fishman describes how, in the original edition of The Wal-Mart Effect, he explains the ways in which Wal-Mart revolutionized the national and global economies.