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Hi Nathan,

I guess the ethics for our business come from our personal backgrounds. Both my partner and I are (mostly) ethical people – a lot of that has flowed naturally across to the business. Added to that, I have worked for large corporates as well as smaller businesses and have made decisions about how I will NOT treat customers, associates and employees based on those experiences.

I have had one situation where I am going slightly against my principles, but it is only a small deviation, rather than a major backflip, and does no damage to the situation involved, so there is no real conflict involved.