❶  Identity
Everyone in the company must understand the business, its goals, and the need for → profitability.  >>>

❷  Participation
Everyone in the company must have the opportunity to influence decisions.  >>>

❸  Competence
Each person must continually improve his or her abilities.  >>>

❹  Equity
Returns should be shared with employees, investors, and customers. Each must get a fair return.  >>>