The Economist -- Building a Brand That Will Last: Intentional Integrity and Accountability
Intentional Integrity is not just a vow to be virtuous. It means making a serious and thorough effort to, first, identifying an organization’s purpose and the values it stands for; then develop specific rules that reflect those value; and finally, drive the importance of following the rules into every corner – and level - of a company.
It’s often not a straight-line journey, and you need to be prepared for setbacks.
But in my experience, the effort can deliver both business success and positive social value.
In fact, there is growing evidence that failing to establish trust and ignoring issues important to an organization’s entire slate of stakeholders will hurt companies’ bottom-line performance.