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.

Ethical dilemmas have a way of sneaking up on a person. If something smells funny, stay away from it. Or help get rid of it.

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.

Some people argue against both optimism and pessimism in favor of so-called realistic thinking. They distrust optimism on the grounds that it causes us to sugercoat problems, discount risks, and exaggerate the upside. Pessimism, on the other hand, is criticized as too downbeat, de-energizing, and generally damaging in its impact. This crown prefers realism as the neutral and objective middle ground.

The ethics of excellence requires a sense of perspective. Look at the big picture. If you live for the moment you might mortgage the future? What happens if you put your reputation at risk and lose the bet?

Act as if success is certain.

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