Exceptional firms have always been good at aligning their mission or purpose with their execution and, as a result, have enjoyed category leadership in sales and profits.

I wish I was a great cricket player, but I am not.

All the good work in the world will not compensate for the damage that a single facet of the business, or a rogue individual, can do. Insider trading, environmental damage, human-rights violations, and opportunistic practices erode trust and result in net negative impact.

I wish I was a great cricket player, but I am not.