I find Larry Page and Sergey Brin's Owner's Manual for Google inspiring. This is included in their S1 filling with the SEC. Download and read it. Quote: Don't be evil. We believe strongly that in the long term, we will be better served -- as shareholders and in all other ways -- by a company that does good things for the world even if we forgo some short term gains. This is an important aspect of our culture and is broadly shared within hte company.