The critical appraisal of the 1950s organised society is well established in such now-classic texts such as David Riesman's The Lonely Crowd (1950), C. Wright Mills's White Collar (1951) and William H. Whyte's The Organization Man (1956). These works exposed the group-orientated, “other-directed” corporate personality, motivated by an extreme desire to belong, as a precarious foundation for individual security. If not considered from an explicitly masculine perspective, the emasculating connotations of this model of occupational identity were nevertheless evident in Mills's conception of the white-collar “little man,” Riesman's definition of the “limp” and “exceptionally sensitive” other-directed personality and Whyte's characterisation of the organisation man as the unobtrusive “man in the middle.” Collectively, the depiction of white-collar masculinity in these texts helped create the context for the stereotypical perception of 1950s business enterprise as a breeding ground for conformity and troubled male identity. Less appreciated, however, is the business community's response to this critical appraisal.