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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.

"You, who are on the road, must have a code that you can live by-"* You'll find universal agreement on the value of a behavior code, on the need for some sort of ethical system. Even the crooks count on "honor among thieves," and countries actually wage war according to certain rules. On the job and in the rest of our day-to-day living, we each need a "code for the road."

The question is, when so many others cut corners, shave the truth, self-deal, believe in the fast buck, and follow the crowd along the low road of least resistance, can we even afford to travel the high road of ethical behavior? Frankly, we can't afford anything else. Any other competitive angle is a pure crapshoot in today's business world. Companies with shaky ethics and shabby standards will be crippled as they try to compete in our changing world.

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.

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?

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.

Notice that "I" is at the center of the word "ethical." There is no "they." Achieving the ethics of excellence is our individual assignment.

You have to get beyond blaming others . . . give up your excuses . . . stand responsible for what you do . . . ultimately, ethics ends up an individual exercise.

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?

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.

But when we get enough people who don't care, and who don't accept personal responsibility for high ethical standards, our organization gets the "M" disease. Mediocrity. Anybody in the place can be a carrier. By the same token, every individual can carry the cure: the ethics of excellence.

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.

When you hold out for high standards, people are impressed-but they don't always like you for it. Not everybody will be on your side in your struggle to do what's right and ethical. In fact, sometimes even you won't be on your side. You'll wrestle with inner conflict, torn between what you should do and what you want to do. You'll also aggravate other people. Seems when you walk the straight and narrow you always step on someone's toes. Don't count on the ethics of excellence to make you popular.

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.

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.

We all faced painful ethical challenges before we even knew how to spell our names. There were tough choices. Tradeoffs. Confusing signals regarding how to live one's life. And here we are now, today, still struggling. Still trying to sort things out. Still trying to work our way through life effectively. About the only thing that has changed is the scope of the problem. There's more at stake now. And we're in a position, as grownups, to do a lot more-good or bad-for ourselves, our organization, our world. But we still must wrestle with our imperfect ethics.

If you're unwilling to defer pleasure or endure some "pain" for now, are you likely to end up later deep in the hole?

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.

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

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

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