Apple says: Plus It!
"The folks at Apple have a mantra: "Plus it!" This is the idea that you don't settle for "good enough", but that you keep finding ways to make things better, because if you don't, your competition will. If you've ever used Apple products, you've seen the principle at work. Each generation of a product is better than the last."
Civilized Nations and Money
"Money, not morality, is the principle commerce of civilized nations."