"You've Gotta Stand For Something..."

For-Profit Organizations should, by definition, make money. 

But in order to make money consistently and for the long term, all such organizations should have a defining raison d'être. 

Not simply who we are and what we do, but what do we stand for?

What are our underlying values, beliefs, standards? What implicit values do we espouse as a firm?

It may seem incidental to the central premise of generating profits, but it is actually integral to it.

What we stand for represents our ethical guiding principle. It is what allows us to make decisions in times of conflict, in times of difficulty, in times that ask for ethical compromise. 

It is what engenders loyalty, from our customers, our partners, our people.

It is what creates teachable moments.