As a young entrepreneur, Marchica built a medical information services business that was twice named to the Inc. 500 list of fastest-growing U.S. companies. Here he uses case studies and his own experiences to show how businesses can be both principled and profitable. As an alternative to legislating ethics, Marchica believes change has to be initiated within corporate America itself. He lays out how CEOs and other managers can identify an organization's values, integrate them into a strategic plan, and develop a road map for carrying them out.