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?

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

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.

You can't put someone else in charge of your morals. Ethics is a personal discipline.

Your ethical muscle grows stronger every time you choose right over wrong.

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

The only way we can develop muscle is through regular exercise. As soon as we stop stretching and working toward higher ethics, our standards start to sag. The muscle gets soft, and instead of excellence we have to settle for mediocrity. Maybe something even worse.