Chapter 58: Ettore's Rules

"1. Character and Integrity are non-negotiable."

Wise executives know that a culture in which integrity is non-negotiable, and is demonstrated by all leaders, is the surest way to ensure the optimal return on all other investments their companies will make.

Of the two types of ROI shown on the graphic, they know that a company can never outrun the character and behavior demonstrated by its senior leaders.

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