| Acknowledgments | p. vii |
| Part 1 The Challenge | p. 1 |
| Chapter 1 The Naked Truth | p. 3 |
| The Kumbaya Syndrome | p. 4 |
| It Ain't Easy | p. 7 |
| Cultures of Integrity | p. 9 |
| Compelling Brands | p. 10 |
| Competitive Advantages | p. 12 |
| Productive Workforces | p. 13 |
| Consistent Leadership | p. 16 |
| Positive Morale | p. 18 |
| Chapter 2 A Culture of Absolute Honesty | p. 22 |
| What Is Corporate Culture? | p. 24 |
| Common Behavior Patterns | p. 25 |
| Organizational Values and Beliefs | p. 29 |
| Personal Attitudes and Assumptions | p. 37 |
| Embarking on the Transformation | p. 40 |
| The Formula for Effective Change | p. 42 |
| The Transformation Process | p. 46 |
| The Six Laws of Absolute Honesty | p. 49 |
| Part 2 The Six Laws of Absolute Honesty | p. 53 |
| Chapter 3 Absolute Honesty Law #1: Tell the Truth | p. 55 |
| Tell the Truth: You Create Trust | p. 56 |
| Tell the Truth: You Do the Right Thing | p. 57 |
| Tell the Truth: You Discover It's Rarely as Painful as You Think | p. 58 |
| Tell the Truth: You Pay a Higher Price for Lying | p. 60 |
| Tell the Truth: You Get It Behind You | p. 62 |
| Tell the Truth: You Keep Things Simple | p. 65 |
| Eight Great Fears of Telling the Truth | p. 66 |
| Fear Kills the Soul | p. 78 |
| No Excuse for Abuse | p. 79 |
| Fear No Truth | p. 80 |
| Chapter 4 Absolute Honesty Law #2: Tackle the Problem | p. 82 |
| Step 1 Do Your Homework | p. 83 |
| Step 2 Open the Debate | p. 90 |
| Step 3 Open Your Ears | p. 96 |
| Step 4 Open Your Mouth | p. 100 |
| Step 5 Open Your Mind | p. 103 |
| Step 6 Close the Deal | p. 108 |
| Chapter 5 Absolute Honesty Law #3: Disagree and Commit | p. 111 |
| Speak Up and Disagree | p. 113 |
| What Leaders Can Do to Encourage Disagreement | p. 120 |
| Stop Whining and Commit | p. 127 |
| What Leaders Can Do to Encourage Commitment | p. 135 |
| Creating a Cultural Norm of Disagree and Commit | p. 139 |
| The Brutal Facts of Greatness | p. 141 |
| Chapter 6 Absolute Honesty Law #4: Welcome the Truth | p. 143 |
| Defensiveness: The Enemy of Honesty | p. 145 |
| Reasons for Defensiveness | p. 151 |
| Moving from "Attack and Defend" to "Discuss and Solve" | p. 165 |
| Minimizing Defensiveness in Others | p. 168 |
| Removing the Great Wall | p. 174 |
| Chapter 7 Absolute Honesty Law #5: Reward the Messenger | p. 176 |
| Blatant Retribution | p. 178 |
| Intentional but Subtle Retribution | p. 179 |
| Unintentional Retribution | p. 181 |
| Disconfirming Messages | p. 184 |
| Perception Can Be Reality | p. 189 |
| Sleazy, Wacko, Bizarre Management Practices | p. 190 |
| Manager's Code of Conduct | p. 192 |
| Truth on a Napkin | p. 201 |
| Chapter 8 Absolute Honesty Law #6: Build a Platform of Integrity | p. 203 |
| Focus on What's Important | p. 208 |
| It Starts with Leadership | p. 209 |
| Leadership Obsession = Organizational Infection | p. 213 |
| Create a Platform of Integrity | p. 214 |
| Build Your Platform on Ethical Tenets | p. 217 |
| Noninstrumental Ethics | p. 219 |
| Why Noninstrumental Ethics? | p. 220 |
| Establish an Ethical Foundation | p. 224 |
| Applying the Five Tenets to Up-Selling | p. 227 |
| No Easy Answers | p. 228 |
| Create and Stick to a Platform of Integrity | p. 229 |
| Base Your Platform of Integrity on Solid Ethics | p. 230 |
| Live by Your Platform of Integrity | p. 233 |
| Developing the Tenets and the Platform | p. 235 |
| Ethics and Profitability | p. 239 |
| Toward an Ethical Culture | p. 240 |
| Part 3 Where Do We Go from Here? | p. 243 |
| Chapter 9 Building an Ethical Infrastructure | p. 245 |
| Leadership | p. 246 |
| Philosophy | p. 247 |
| Communication | p. 248 |
| Training | p. 249 |
| Rewards and Consequences | p. 250 |
| Small Businesses Too | p. 252 |
| Don't Forget Good Judgment | p. 253 |
| No Guarantee, but ... | p. 254 |
| Chapter 10 Key Points to Help Your Implementation Efforts | p. 255 |
| The Naked Truth | p. 256 |
| A Culture of Absolute Honesty | p. 258 |
| Absolute Honesty Law #1 Tell the Truth | p. 262 |
| Absolute Honesty Law #2 Tackle the Problem | p. 265 |
| Absolute Honesty Law #3 Disagree and Commit | p. 267 |
| Absolute Honesty Law #4 Welcome the Truth | p. 270 |
| Absolute Honesty Law #5 Reward the Messenger | p. 273 |
| Absolute Honesty Law #6 Build a Platform of Integrity | p. 276 |
| Notes | p. 279 |
| Index | p. 287 |