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Why is it that some technologies cause moral panic and others don't? Why was the introduction of electricity seen as a terrible thing, while nobody cared much about the fountain pen? According to Genevieve Bell, the director of Intel Corporation's Interaction and Experience Research, we have had moral panic over new technology for pretty well as long as we have had technology. It is one of the constants in our culture.

If your organization fails to invest in socially responsible measures, or even if anything about your business - such as a faked viral marketing campaign - is perceived to be phony, you will be found out. You will be tweeted about, and a Facebook Causes group will be created against you. As many corporate casualties have discovered, the result of such a campaign can be catastrophic to your firm's reputation and ultimately to its bottom line. Therefore, to avoid a public relations or financial disaster, integrity needs to be part of the DNA of every organization - not just to secure a healthy business environment, but for the organization's own sustainability and competitive advantage. It's worth noting here that I believe the word "integrity" is preferable to the expression "corporate social responsibility," as the latter puts too much emphasis on the notion that corporations should do "good" in the world and be "good" citizens out of some moral or ethical imperative. Of course, that is absolutely true. But what's new - and what organizations need to focus on - is the idea of integrity, as driven by transparency. Without it you cannot build trust, and trust is essential for competitiveness in this new environment. To put it bluntly, regardless of the moral arguments, there are now some hard, bottom-line business reasons for baking integrity into every company.

"Courtesy of a plethora of very irked Yahoo employees, here is the internal memo sent to the company about a new rule rolled out today by CEO Marissa Mayer, which requires that Yahoo employees who work remotely to relocate to company facilities. "Speed and quality are often sacrificed when we work from home," reads the memo to employees from HR head Jackie Reses. "We need to be one Yahoo!, and that starts with physically being together." Painfully awkward as this is phrased - I might have used "being present together" - it means every Yahoo get to your desks stat!"

Stories last. Stories exist in all cultures. By definition, they entertain, educate, preserve, and even help carry on values within communities like Fogo Island. Branding appeals to our emotions and our reason. Stories speak to our deepest questions about our own existence. Stories stick because they hold real value. By definition, they entertain, but they also educate, and even instill moral values. In fact, the best stories guide our actions. They become the source code for who we are and who we want to be. For corporations to survive, they need deeply compelling stories at their heart.

Management gurus have long preached the value of ethical leadership. In the presence of ethical leadership - but the absence of ethical co-workers - what happens to people's honesty?