I always thought that a robust sales process combined with a profoundly disciplined operating process were the two essential ingredients in the successful startup or turn around of a business needing renewal. But I was wrong.
Its takes three things, not two. I have learned that customers and getting things done–no matter how ardent or vigorous–are not enough alone. You need ethics.
Ethics is about how you treat others and how you let them treat you, its about your honestly, keeping your agreements, adjusting changes, resolving the inevitable conflicts of complex relationships, finances, and transactions. Its hard. But no matter how hard, without firm ethics you will, in the long run, not be sustainable if not fail.
Do as you say, say as you mean, and resolve conflicts in real time.