Back in the year 2000 Google started using a new tagline which I still believe is the best of any company: Don't be evil.
Those three words can define behavior, they define decision making, they define an entire culture, whether you're an employee or a user/consumer. In fact, the tagline is so good, I propose that we make it the theme of the entire endurance industry.
By simply embracing those three words - don't be evil - you can have a meaningful impact on the growth of your organization. Here's how: