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