Ethics is what one ought to do–the kind of behaviors that would
  make the world a better place, especially if everyone engaged in
  them. The key question is: how does the conscientious public
  servant sort through competing considerations and determine “the
  right thing to do?” When it comes serving the public, how does
  one put one’s values into practice?
  To determine what one ought to do, go to the root of the matter
  and think in terms of values. Research by the Institute for Global Ethics
  identifies ethical values that transcend virtually all cultures
  and religions. 
  “It takes 20 years to build a reputation and five minutes to ruin
  it.”–Warren Buffett