Trust and respect among key stakeholder groups are crucial for an organization's success; trust engenders loyalty and a good reputation, which in turn builds brand value. However, ethical behavior in business is often seen as a bolt-on extra—something that is nice to do but not a must-do. Morgen Witzel shows why ethics needs to be the platform from which to build a strong and enduring business and provides the necessary tools and insights for how to make this happen. The Ethical Leader introduces key concepts in ethics, including how to deal with ethical paradoxes and how to make ethical decisions.