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.

As consumers we get more demanding all the time. We want better quality. We want it faster. And cheaper. Plus, we want more choices. Whoever comes along that can satisfy all these 'wants' gets our business.

Everybody makes honest mistakes, but there's no such thing as an honest cover-up.

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

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

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

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.