Collins and Porras make a strong case for the conclusion that having a set of strong core values is important for the long-term financial success of a business. But, if these values can include ruthless and cold-blooded promotion of smoking, much more needs be said about ethical values. One way to distinguish these various types of values is in terms of the ends that they serve. Financial values serve monetary ends, religious values serve spiritual ends, aesthetic values serve the end of beauty, and so forth. So, how are ethi¬cal values to be distinguished from these other types of values? What ends are served by ethics?