“BB&T grew from $4.5 billion to $152 billion in assets during my tenure as Chairman and CEO and weathered the recent financial crisis as one of the strongest financial institutions in America.  The foundation for this success is unquestionably the principles outlined by Jaana Woiceshyn in How to Be Profitable and Moral.”

—John Allison, Retired Chairman & CEO, BB&T; Distinguished Professor of Practice, Wake Forest University


“Jaana Woiceshyn has written a much needed, timely book for businesspeople, filled with concrete examples, that provides us with practical guidance for making successful daily decisions, based on a moral code that works and that will make us proud of what we do.”

—Doug Arends, Chairman, Canadian Bank Note Company Ltd.


“Most think ethics is about self-sacrifice – sacrificing for others (altruism); or sacrificing others, exploiting others for one’s own gain (cynical egoism). Lately, ethics is coming to mean compliance with government regulations. Well, think again. Professor Woiceshyn presents an ethics that’s good for you and good for business, with no sacrifice. No-one sacrificing anything for anyone. She presents a life-giving, rational ethics that leads to personal success and happiness; and success and long-term profitability and viability for business. The ethics presented is a revolution – it literally turns on its head 2,000 years of ancient ethical codes. This is a code for the 21st century – a moral code for flourishing and prospering.

This is an extraordinarily valuable book and I intend to use it in our undergraduate and graduate level courses.”

—Carl B. Barney, Chairman, Independence University


“Professor Woiceshyn has provided a well-reasoned, clearly-written explanation showing that and why business people need to live by rational moral principles as a necessary means to maximize profit. This cogent book deserves a careful reading by business people, academics, and intelligent laymen alike.”

—Andrew Bernstein, Ph.D., Author, The Capitalist Manifesto: The Historic, Economic, and Philosophic Case for Laissez-Faire