...merely obeying today's laws will not protect a company because the expectations of business are rising. Indeed, sticking to a compliance mindset is dangerous because firms that do so risk missing bigger threats beyond the world of laws and government. This may sound abstract. It's not. Ask executives at Nike or Gap, companies that found themselves under assault...because they tolerated substandard working conditions in overseas factories. Or look at Yahoo! and Microsoft, which came under attack for helping the Chinese government censor the Internet...here's the good news - all these social issues present opportunities as well as threats [refers to positive steps by Timberland, Nike, Gap, Toyota, General Electric]...That's the best way for business to avoid "moral liability" - become part of the solution instead of part of the problem. [also refers to Victoria's Secret (part of Limited Brands), Wal-Mart, Unocal (part of Chevron), Chevron, Coca-Cola, ExxonMobil, Texaco (now Chevron), Union Carbide (now part of Dow), American Electric Power, Southern Company, Xcel Energy, Cinergy (now Duke Energy), McDonald's]