Be honest to others. Don't cheat others. Work hard to achieve your goals. Don't blame others for your shortcomings. Don't break the law for financial gain.
Common values for common people.
If only people in the business of selling stock (which has been the ONLY REAL business this shell has ever engaged in, BTW - regardless of what the PR business du jour has been) lived by basic common values as well, all would be a lot better off.
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