In the preface, Gentile introduces the reader to the concept of values-based leadership and the need for a shift in how business ethics are taught and applied. She reflects on President Barack Obama’s call for an “era of responsibility” (ix) during his 2009 inaugural address, suggesting that the financial crisis and ethical failures in the business world are not just the result of a few “bad apples.” Instead, Gentile argues that the larger issue lies in a collective failure to make difficult but necessary ethical choices.

Gentile critiques how traditional business ethics discussions focus on identifying and analyzing ethical dilemmas rather than preparing individuals to act on their values. She observes that too often, ethics education is centered on either raising awareness of potential ethical breaches or training individuals to analyze complex, gray-area dilemmas. While these approaches—awareness and analysis—are valuable, Gentile argues that they fail to equip future business leaders with the skills they need to take action in real-world situations. For instance, business school graduates may learn about various ethical decision-making models like utilitarianism or deontology, but the practical application of these theories often leaves them feeling unprepared to stand up for their values in the face of corporate pressure.