A Moral Tale* Aesop’s tale of “The Boy Who Cried Wolf ” is a powerful lesson about trust. * People are willing to forget a bit of lying. (The townspeople came back twice.) * Trust, once broken, is very hard to restore. (After the second lie, the townspeople did not heed the call.) To maintain trust, honesty, transparency and fair dealing must be bedrock corporate principles. * Source: Don Ariely, Predictably Irrational: The Hidden Forces that Shape Our Decisions. New York: Harper Perennial, 2008.