• Integrity:  The free market requires that men and women act in accordance with their beliefs, stated principles, and agreements. A participant who compromises her principles soon finds that others will not trust her products, extend loans to her, work for her, or enter into other dealings with her.

• Honesty:  Whereas altruism and statism reward people for faking need or weakness, for moral hypocrisy, for "victim" status, and for their alibis and excuses, the free market requires that individuals pay their highest allegiance, not to manipulating the consciousness of others, but to reality.

• Justice:  The free market requires that individuals give value for value. For example, an employer in a free society (unlike employers in our present mixed economy) can maximize profits only by rewarding each employee according to his or her true productivity and evaluating each job applicant fairly according to his or her proven record.     

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