For the past five years, our company has been on a transformation journey. By developing clear core values, adhering to strict business ethics, and committing to the process, we reduced employee turnover from 50% to 15%, had our best sales year yet, and have a 3-year employee retention rate of more than 60%. There is no secret formula and there are no shortcuts. Using our journey as a model, we'll explore core values, unavoidable obstacles, and common challenges, and demonstrate why doing the right thing may be hard, but is always worth it.