To treat others decently. To honor obligations and agreements, never cheat anyone. May sound obvious, but it's not. Just look at banks and other big companies. Here, we even believe that in the long run, it pays to treat customers and partners with respect.
To add something extra. To deliver something, that's not asked for or expected. To find a twisted angle, something that expands the material in some way. Maybe not much. But enough for it to count.
To define our own fields of work. To explore areas, where nobody else can deliver exactly the same thing. In other words: Find out what we're good at – and do it. That way, we don't have to spend so much energy fighting with others. Makes it easier to focus on the real thing.