regardless of how you personally *feel* about it every historically great company needs a moral ethos to use as an anchor to tell a great story to both their employees & customers. this is not a mission statement, certainly not values, & def not brand positioning. it must be a much larger cause for the greater good of society. one simple idea that anchors the story. the most important part is that this ethos has to be *costly*. if it does not force you to say no to things that would otherwise…