We at the BBB, talk a lot about ethics so I would like to outline the seven principles that the Better Business Bureau has found to be admirable:

1.    Be Trustful: Recognize that customers want to do business with a company they can trust; when trust is the core of a company, customers have no trouble recognizing it.  Defined, trust is assured reliance on the character, ability, strength, and truth of a business.
2.    Keep an Open Mind:  The leader of an organization must be open to new ideas, taking feedback from customers and others into account.
3.    Meet Obligations: Circumstances not withstanding, do all in your power to gain the trust of past customers and clients, especially when problems arise.