When Jonas and Robert envisioned Oriflame, they knew their business must benefit everyone. Change lives for the better. Oriflame should do no harm – either to its employees, consultants or customers. And so af Jochnick brothers created a company with strong moral compass in mind and a strict ethical code to guide them through diffucult decisions. In this chapter learn how strong ethics can help a company survive – and ignite people's spirit to push for new heights and achievements. ​