Being ethical in business is the highest guiding principle of Director’s Choice. In fact, it’s the reason I started the company over 21 years ago. As a travelling band director, I wanted more for my students and more for the money they and their families raised. This is what being ethical is about. It was important for me to be accountable to my students and their families. I felt I owed my students more than the mediocre travel and festival experiences offered to us at that time.