As an entrepreneur and author of a book on marketing, I know that business leaders don't take the time they should to read. When they do it is books with bulleted points, single page self-evaluations and faddish, over-simplified directives. One of the best ever, "In Search of Excellence," benefited from in-depth analysis of what worked in a variety of existing corporations. Here we are limited to Franklin's service experiences and the one or two top-level executive positions he has held since retirement. Would a young buck scrambling up the corporate ladder in these Enron/WorldCom days ask, "What are we doing…and why are we doing it?" or rather, "How can I get more, faster?"

I don't doubt the General's earnestness for a moment, only wish our politicians and current military leaders would at least appear to practice what he says. For example, while discussing honor he states: "What if there's a problem and they (company leaders) are asked to cover it up? The right person to step up to leadership will always answer: 'If that's the case, don't ask me to be in charge.'"

The chapter on "Faith" was the hardest for me to swallow. I understand what the General means when he says, "Those dedicated volunteers and their leaders (in Iraq) have two choices: they can be bitter and question their service and the leadership above them, or they can faithfully serve their leaders our country, and the assignments given them." It would be hard to follow someone who you didn't believe had faith in the mission and faith does play the major role in controlling fear, but as a Vietnam vet, I have to say, "yes, but…" And maybe he heard me because the next chapter begins with the quote: "It takes real courage to admit you're wrong."

On the other hand his chapter on "Compassion" reveals the man as well as the true meaning of leadership. His distinction between leadership and management is also useful. (There are callouts throughout the book that reinforce its message. Someone—probably the publisher—marked each of these with three stars. Their content stands on its own without an appeal to rank and, anyway, shouldn't it be two stars for a major general?) But talk about putting your money where your mouth is. Franklin's decision to measure the high radiation levels of a nuclear power plant at the Greenland ice cap by himself rather than put a subordinate in danger is truly inspirational.

My neighbor would love this book (in fact I am giving my copy to him). For years he owned a bakery and managed young workers. He also reads history and is very active in church work. Anyone who has had to make decisions that affect others but has afterwards ruminated long and hard about their consequences will gain perspective through chapters on duty, honor, faith, courage, perseverance, confidence, approachability, adaptability and compassion. Those are the ten principles Franklin discusses. Like Albert Schweitzer, the General believes "Ethics is our way of being human." That's a lesson not only for leaders but for the whole world. And we need to learn it now.