What is a good (ethical) business?

Listen to this four minute clip on the difference between an ethical and unethical business, and most importantly what I think the biggest differentiator is.  Spoiler:  it is having people unafraid to have values[based conversations, which are scary, and emotionally challenging but essential if ethical norms are to be followed.

How do you create an ethical culture? Storytelling at Shell, BP, and Microsoft