"For values or guiding principles to be truly effective they have to be verbs. It's not "integrity," it's "always do the right thing." It's not "innovation," it's "look at the problem from a different angle." Articulating our values as verbs gives us a clear idea - we have a clear idea of how to act in any situation."

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The question is, when so many others cut corners, shave the truth, self-deal, believe in the fast buck, and follow the crowd along the low road of least resistance, can we even afford to travel the high road of ethical behavior? Frankly, we can't afford anything else. Any other competitive angle is a pure crapshoot in today's business world. Companies with shaky ethics and shabby standards will be crippled as they try to compete in our changing world.

— Price Pritchett