Next to clever people, companies have a need for employees displaying emotional and social intelligence. It is not enough to outsmart the competition, customers, and employees, want to feel cared about, and be able able to identify them with the company.
To go where no one has gone before. Making sure the customer gets what he/she expects, and a little more. Employees who are willing to go the extra mile do make a huge difference in the end.
Honesty or integrity is the most important of the 3 values. The definition of honesty, according to Wikipedia is: Honesty can simply be defined as refusal to lie, cheat, and steal in any way. Honesty should not be confused with truth." The definition of integrity, again according to Wikipedia is: "Integrity is doing the right thing, especially when no one is watching.". In other words: it is all about being straight forward, and not about playing politics, it is about taking responsibility, and not hiding behind someone else, it is about looking your customer in the eye, and not playing games with them.