Most companies seek to be more profitable.
They seek to increase their Key Performance Indicators. More referrals, more satisfaction, more loyalty. They seek to increase their market share, their dividends, their stock price.
In fact, most companies strive to be just ethical enough. To get ethics to the point where no one is complaining, where poor ethics aren't harming their KPIs.
What if instead…
Being more ethical was the most important KPI?
Perhaps profit and market share and the rest could merely be tools in service of the ability to make things better, to treat people ever more fairly, to do work that we're more proud of each day.
It might be worth trying.