The ultimate compliment a customer can make to an organization about one of its marketing people is: "I'm not sure whether your sales rep works for me or for you."

First, there is the law. It must be obeyed. But the law is the minimum. You must act ethically.

. . . top management should spend 40 to 50 percent of its time educating and motivating its people . . .

Don't make misrepresentations to anyone you deal with. If you believe the other person may have misunderstood you, correct any misunderstanding you find exists. Honesty is integral to ethical behavior, and trustworthiness is essential for good, lasting relationships.

There are countless ways of achieving greatness, but any road to achieving one's maximum potential must be built on a bedrock of respect for the individual, a commitment to excellence, and a rejection of mediocrity.

We depend on you to do the right thing; right for both you and the company. It is no exaggeration to say that IBM's reputation is in your hands.

You can't talk about leadership without talking about responsibility and accountability...you can't separate the two. A leader must delegate responsibility and provide the freedom to make decisions, and then be held accountable for the results.