Contents

Chapters in this book

1. Frontmatter I
2. Foreword IX
3. Foreword XI
4. Contents XIII
5. Introduction 1
6. Chapter 1 The First Principle: Do The Right Thing 10
7. Chapter 2 The Second Principle: Take Accountability 24
8. Chapter 3 The Third Principle: Act With Lightning Speed 35
9. Chapter 4 The Fourth Principle: Communicate Transparently 49
10. Chapter 5 The Fifth Principle—Choose Principle Over Profit 65
11. Chapter 6 Sixth Principle: Treat Each Life With Dignity 80
12. Chapter 7 Seventh Principle: Leadership Sets The Tone 88
13. Chapter 8 Eighth Principle: Build Brand Authenticity 98
14. Conclusion 112
15. Bibliography 117
16. List of Abbreviations 143
17. Index 147
18. About the Authors 155