mor·al

ˈmôrəl/

noun

plural noun: morals

1. a lesson, especially one concerning what is right or prudent, that can be derived from a story, a piece of information, or an experience.

2. a person’s standards of behavior or beliefs concerning what is and is not acceptable for them to do.

Seven Business Leaders Share Their Moral Dilemma Stories 

The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy. 
Martin Luther King
Jr.

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