Most of us want to act on our personal values, and to feel that we have a reasonable chance of doing so effectively. Yet, when faced with ethical dilemmas in the workplace, many people fail to act in accordance with their values. Rather than treating ethical decision-making as a cognitive issue, investment professionals should adopt a framework for rehearsing and pre-scripting their responses to moral conflicts. By developing our “ethics muscle memory” in this way, we increase our chances of successfully navigating moral predicaments in the mo...