If ethical fading is powered by self-deception, maintaining ethical behavior demands complete honesty and constant self-assessment. - Simon Sinek

A written cause works like a compass. And with a compass in hand, each succession of leaders, their gaze looking beyond the horizon, can more easily navigate the technologies, politics and cultural norms of the day without the founder present.

WHAT corresponds to the neo-cortex, the "newest" part of our brain, which is responsible for rational, analytical thought and language.

When faced with a result that doesn't go according to plan, a series of perfectly effective short-term tactics