BB&T grew from $4.5 billion to $152 billion in assets during my tenure as chairman and CEO and weathered the recent financial crisis as one of the strongest financial institutions in America. The foundation for this success is unquestionably the principles outlined by Jaana Woiceshyn in How to Be Profitable and Moral. -- John Allison, President and CEO, Cato Institute Most think ethics is about self-sacrifice (altruism), or sacrificing others (cynical egoism)... Professor Woiceshyn presents an ethics that's good for you and good for business, with no sacrifice... This life-giving, rational ethics leads to personal success and happiness, and long-term profitability for business. It is a moral code for flourishing and prospering. This is an extraordinarily valuable book. -- Carl B. Barney, Chairman and CEO, CollegeAmerica and Independence University Professor Woiceshyn has provided a well-reasoned, clearly-written explanation showing ... why business people need to live by rational moral principles as a necessary means to maximize profit. This cogent book deserves a careful reading by businesspeople, academics, and intelligent laymen alike. -- Andrew Bernstein, Author, The Capitalist Manifesto: The Historic, Economic and Philosophic Case for Laissez-Faire
