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You have to be intentional about it. It's not enough to put a pretty integrity poster on the wall, or email out a form code of ethics and ask everyone to check a box. You have to make it unique, apply it to your culture and your company purpose. You have to talk about it, and explicitly make it something that leaders buy into. The CEO has to be part of the conversation, they have to buy in and be willing to make it a point of emphasis in communication. You have to do human things, make funny videos, reward people who speak up...each place has to do it their own way. I think a huge part of it is committing to operate with a long term lens, and explicitly commit that you're not going to lie, cheat or steal to make a number. You can set goals, but never put so much pressure on hitting a particular number that people will think that it's ok to fudge/lie to hit it. That's on leaders to instill.