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It starts at the top...I played no role in putting this statement together, I'm sure that much of it came directly from Brian. People don't talk about this, but Brian is a different kind of leader...his parents were social workers, and he went to design school, not business school. He believes in thinking long term, and doing something according to values, not just money. That enables us to get serious about ethics...we have a whole program around it. I even wrote a book about it called Intentional Integrity (all the usual outlets), so if you want to dive into the details, preorder the book and work to implement your own version of it where you work. But fundamentally, it takes a human, authentic and intentional effort supported sincerely by leadership. It doesn't cost much, but it can thrive where the business is willing to operate according to multiple stakeholder principles, and think long term.

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I’ve long disliked the term ethics. Definitions of ethics all refer to morals. Morals are very personal and vary a lot from person to person, culture to culture. Law is how we as a society express our preferences and impose rules and restrictions on ourselves. So the question should never be about whether companies can be ethical. What does that mean? One person thinks eating meat is unethical, another thinks it’s perfectly ethical. Companies should focus on complying with the law.

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