If someone asks any of us what Respect, Trustworthiness, Honesty, Consistency, Ethics, Integrity, Concern for Society, Protection of Human Dignity, Humanitarianism, Customer-Centric Strategy are, they would surely respond that they know all of these concepts.

However, how many truly understand the crucial role they play in the survival of a business, a party, a politician, a country? How many know that it is precisely these concepts that are the building blocks of a value base, meaning the value system upon which a business, a party, or a country is 'constructed'?

How many know that the value base is the guide, and not an additional element? That it is at the heart of every business. That it is not advertised, but recognized by society.

(. . .) [Excerpt from the text on the back cover of the edition]