Why might the senior management of Wells Fargo have done what it did in aggressively implementing the "cross-sell" strategy? What plausible rationalizations could they have given for their conduct? It's easy to criticize Stumpf and convince yourself that you will never be involved in unethical actions. No employee plans to be unethical, but each one is susceptible to dishonesty. Large unethical practices often begin with minor ethical compromises; things escalate from there. And, in making ethical compromises, individuals often rationalize their actions. Go beyond "greed" or even just the presence of a quantifiable objective - why did these people behave the way they did? go back to our theories on corporate governance