Character matters because, through an active and healthy conscience, the needs of the individual are considered in relationship to the family, the business and community and the larger sociey employees, suppliers and business owners operate in.
Good character, as defined as universal virtues (see the post on the Nexus of Character, Excellence and Process) creates trust and trust is the bedrock of healty and sustainable economic activity. Character is knowing and acting upon these core ethical values.
Excellence is using these virtues to attain the goals, as individuals, as a family, as a business or social unit and in our nation and the world at large. Excellence harnesses these virtues in ways that benefit all concerned.
This is why Character & Excellence are linked and need to be considered in all outcomes.