The race to the bottom isn’t a race you want to run. You may win, and then find yourself the cheapest and most average of companies – or lose, and find yourself out of business. Neither is good.

In the pursuit of outdoing one another, many resort to shortcuts, and some competitors are willing to compromise their integrity for a minor advantage.

That’s not a business strategy built on strong foundations. Culture plays a role to help us keep out morales and integrity in tack. Add more value, not less.