Delivers guidance for those who wish to establish a more ethical business environemnt, and to follow that maxim that it is more important to do what is right than it is to do things right. The focus of this book is not on internal processes or individual performance, but rather on system ethics. It demonstrates how to begin at the top level and design ethics into everything your company does - starting with what you deliver to society and linking that on down into your organization and the individuals within your organization.