Mean is more commonly known as the compromise principle and says moral virtue is the appropriate location between two extremes. Kant's Categorical Imperative. Kant's Categorical Imperative dictates that you must do unto others what you would want them to do unto you, or to act as if your personal decisions and actions could become universal law. Mill's Principle of Utility. John Stuart Mill's Principle of Utility dictates that we must seek the greatest happiness for the greatest number of people. Rawls' Veil of Ignorance. John Rawls' Veil of Ignorance asks us to assume we don't know which stakeholder position we would find ourselves in, removing our personal interests from the analysis. Agape Principle. This principle, also known as the 'Persons as Ends' principle, emphasizes love for our fellow humans and the golden rule. He stresses that when we love our neighbors, we shall seek to do good to them, therefore, we should love fellow humans the same way we love ourselves. These help link concrete options to overarching principles, getting us to think about our own basic values. Loyalties Loyalties concern who the decision-maker has allegiances or loyalties to. For example, in journalism, the first allegiance is always to the public. Other allegiances a journalist might have would be to his or her employer, industry organizations or co-workers. Are we more concerned about being true to our own values or about the effectiveness of the campaign? Is the "greater good" more important than the "golden mean"? Understanding Values To understand the Potter Box method, you must first understand types of Values categorized that influence Ethical behavior: Professional. Proximity, Firstness, Impact/ magnitude, Recency, Conflict, Human Interest, Entertainment, Novelty, Toughness, Thoroughness, Immediacy, Independence, No prior restraint, Public’s right to know Moral Values. Truth-telling, Humanness, Justice/fairness, Freedom, Independence, Stewardship, Honesty, Nonviolence, Commitment, Self-control Aesthetic. Harmonious, Pleasing, Imaginative Logical. Consistent, Competent, Knowledgeable Socio-cultural. Thrift, Hard work, Energy, Restraint Using the Potter Box The Potter Box focuses on moral issues as opposed to pragmatic or legal ones, such as how to avoid getting sued or fired. With regard to ethics, however, it can be used to reflect on any situation that requires moral decision-making. Its four steps, at least initially, should be followed in order. The Potter Box does not offer a single, clear-cut solution to ethical dilemmas. Indeed, two different people analyzing the same issue with the Potter Box could arrive at two very