BBB Institute for Marketplace Trust - Seeks Results

Seeks Results

High character people uphold truth, expose error and correct wrongs. Just people are diligent in weighing evidence and seeking out the truth. They analyze and evaluate individuals and information. They protect the innocent, but hold the guilty accountable. They strive not to be harsh, exasperating or manipulative. Just people try to objectively determine what outcome, however difficult or painful, is right. (Observable virtues: impartial, unbiased, diligent, decisive).


High character people consistently and persistently act on their strong convictions. They demonstrate strength to take risks, persevere, through danger, fear, accusations, or difficulty. Courageous people are not intimidated by or over-wrought with concern for the opinions of others. They do not give up; they consider alternatives and aggressively pursue actions to produce desired outcomes while making every effort to preserve unity and trust. They do not resist change but rather lead into new directions, focused upon the end goal. (Observable virtues: tenacious, determined, unwavering, strategic, resilient, grit).


High character people scrutinize themselves and welcome the scrutiny of others. They adopt a transparent style that invites inspection, and do not isolate themselves or their actions from others which is essential to forming transparent, collaborative environments. They place themselves in relationships that motivate self-examination and encourage constructive critique from others, particularly those they serve. (Observable virtues: open, up-front, self-disclosing, transparent)


High character people live as if they will eventually reap what they sow. They actively identify with the role of trustee or steward rather than owner. They perceive their function as a resource or role “caretaker” for a limited time. As a result they regard positions and possessions as conferred in temporary trust. Therefore, they care for their respective positions and possessions diligently and seek to add value to every role and every resource to which they have been entrusted. (Observable virtues: careful, ordered, generous, shrewd, watchful).

High character people seek wise counsel particularly when confronted with ethically ambiguous issues. Because they are guided by their tireless pursuit of truth, they regularly seek the wisdom of others of high character. After they weigh this advice, they act. The goal of this process is wise actions (what is right) rather than popular action (what would make one appear good) or solely pragmatic action (what might appear to work). The result of a decision made with wise counsel is a clear conscience and the fruit of a clear conscience is contentment. (Observable virtues: thoughtful, curious, discerning)

High character people fulfill their personal responsibilities. Responsible people exercise restraint and self-control so that the need for public controls is minimized. They understand the obligations of good citizenship and strive to communicate and live by high character ethics. They intentionally call others to do so to preserve liberty for everyone. (Observable virtues: self-governing, self-controlled, self-disciplined)

High character people strive to be their best knowing that this enables them to do their best every day. Excellence is the result of both high character and high competence. People who have knowledge and skills, but who are not honest, respectful or persevering, will not be as successful as those who have those qualities. A “culture of excellence” is achieved when skillful, competent people behave ethically and diligently. True and enduring organizational excellence therefore is only sustainable by people of high character. (Observable virtues: enthusiasm, focus, determination, consistency).

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