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.

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?

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.

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.

When you can make it this simple, though, just do the right thing. Even if you could get away with less. Even when other people are doing the wrong thing. Even though the wrong thing seems like no big deal.

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.

How can we be trusted with big things if we're not trustworthy with things that are small? Don't allow your finer instincts to become a casualty of the little everyday crimes of ethical compromise.