"…the best principles in the world won't help much if those in charge aren't willing to enforce them."
You're never going to build an amazing brand by doing "what." You're going to build an amazing brand by doing "why."
"This is the Era of Deeds... Deeds tell us what you believe in far more than anything you say. Deeds are the products you make, the experiences you create, how you spend your money and energy, what you do in the world..."