The Art of Principled Entrepreneurship by Andreas WilmerCreating Enduring Value How many times have you heard someone say, "Its not personal; its just business"? That attitude reflects a belief that business needs to be cut throat, that its a dog eat dog world, that the pursuit of profit is the only thing that matters, and that the only way to succeed is to beat the competition. But none of this is true: business doesnt have to be that way. The Art of Principled Entrepreneurship is a prescription for