Professional firms are forever trying to get their people to act like professionals -- to do the right things. Though their various incentives may create employee compliance, these don't often encourage excellence. Taking issue with such methods, David Maister, the world's premier consultant to professional service firms, vigorously challenges professionals to examine this essential, yet under-addressed question: What is true professionalism? Essentially, Maister argues, it is a personal commitment to self-betterment and a professional dedication to provide the best and most efficient service to clients. In clear, pragmatic terms, he convincingly advocates the "power of principles" -- the most effective tools management can use to inspire excellence in individual performance. His core principles spring from good, sound logic: Believe passionately in what you do, never compromise your standards and values, and care about your clients. Do all of these because they are the ethical things to do and because they are the primary road to commercial success.