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This Element is an excerpt from Winners Never Cheat: Even in Difficult Times (ISBN: 9780137009039) by Jon M. Huntsman. Available in print and digital formats. Play tough, play hard, play fair: returning to the simple values that made American business great. Growing up poor in rural Idaho, I was taught to play by the rules. Be tough, be competitive, give the game all you have--but do it fairly. These simple values formed a basis for how families, neighborhoods, and communities behaved. They did not lose their legitimacy when I became a player in business. Yet they are missing in segments of today's marketplace....