Free enterprise depends entirely on trust in transactions. Trust in the marketplace is a direct result of how well high character individuals employ highly competent business practices to create a trustworthy business.

Enterprise competency is the ability of a business (profit or non-profit) to provide a value-creating product or service to its intended consumer. Free market competition propels businesses to develop and manage the best business practices and models that provide true customer value and satisfaction as well as a healthy bottom line. There is no lack of resources to help businesses develop the best and most efficient practices, but this pursuit of business excellence is not enough to ensure success in the long term. Free market success demands high character ethics.

Character ethics are self-evident, conscience-affirming truths that when acted on consistently produce virtuous behaviors, such as wise decisions, honest answers, and just actions.