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.