Be Governed By Your Internal Compass, Not

A Moment Of Choice Is A Moment Of Truth.

Consequences Are Governed By Principles, And Behavior Is Governed By Values; Therefore, Value Principles!

Success In One Role Can't Justify Failure In Another.

When The Trust Is High, You Get The Trust Dividend. Investors Invest In Brands People Trust. Consumers Buy More From Companies They Trust, They Spend More With Companies They Trust, They Recommend Companies They Trust, And They Give Companies They Trust The Benefit Of The Doubt When Things Go Wrong.

Values Determine Behavior; Principles Determine The Consequences Of Behavior.