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.

Give people, including yourself, clear permission to make mistakes . . . and to fix the problems. Since nobody's perfect, mistakes should be allowed. Cover-ups shouldn't. Cover-ups create twice the trouble.

If you're experiencing no anxiety or discomfort, the risk you're taking probably isn't worthy of you. The only risks that aren't a little scary are the ones you've outgrown.

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.

As tough as it sometimes looks on the front end, it's easier to do right than undo wrong.

When you see people with "the right stuff," those who choose the right over the wrong or the "iffy," let them know you're proud of them. Encourage the courageous, so they'll have the will to carry on.

Eventually we have to "settle up" and pay the price for our ethical violations. Just remember the old line that says, "You can pay me now . . . or you can pay me later." Often you can buy some time, but when you "pay later" you'll probably have to pay more.