Excellence is a process, not just an outcome. Sure, we have to hold out for high standards in the products or services we provide. The goods must be more than "good enough." But so must our approach - you know, our methodology, the way we do business and deal with people. How could the ends be considered excellent if we can't be proud of the means?

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.

Optimism inspires, energizes, and brings out our best. It points the mind toward possibilities and helps us think creatively past problems.

Narrow life down to what's precious and necessary. In a world of complexity the best weapon is simplicity.

We can't achieve excellence through talent alone. Or merely by making technological improvements. We can't even buy our way to excellence, no matter how much money we have available to spend. More dollars will never do it. We have to develop a strong corporate conscience. Ethical muscle. And that doesn't happen by accident either.

We can't win the struggle for high standards if we just talk a good game . . . we've got to play a good game.

The ethics of excellence are grounded in action - what you actually do, rather than what you say you believe. Talk, as the saying goes, is cheap.