Excellence calls for character . . . integrity . . . fairness . . . honesty . . . a determination to do what's right. High ethical standards, across the board.

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.

The legal system doesn't always serve as a good guide for your conscience. You can step way over the ethical line and still be inside the law. The same thing goes for rules, policies and procedures - you know, the organization's "internal laws." You can "go by the book" and still behave unethically. Still not move beyond mediocrity. High standards-the ethics of excellence-come to life through your basic values, your character, integrity and honesty. Obeying the law is the bare minimum.

So let your deepest desires direct your aim. Set your sights far above the 'reasonable' target. The power of purpose is profound only if you have a desire that stirs the heart.

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.

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?