1
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2
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- Shared values
- Based on reason and experience
- Seek justice
- Freedom of choice
- Accountability
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3
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- Seek truth – report it
- Minimize harm
- Act independently
- Be accountable
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4
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- Truth
- Substantiation
- Comparisons
- Bait advertising
- Guarantees
- Testimonials
- Taste and decency
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5
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- Be Impeccable With Your Word
- Don’t Take Anything Personally
- Don’t Make Assumptions
- Always Do Your Best
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