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This is one where the signs point back to you. You know your business best.
Define your principles and values - get directors, managers and staff to describe what are the most important things about doing business - have employees identify just the one word you would most like people to use to describe your business.
Get your customers and staff to tell you what can be improved about the company - it may tell you where your values are not up to scratch.
Find a champion at the top to drive your principles and values. Communicate them to everyone that matters. Stick to your principles and values or your reputation will suffer.
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