A penny saved is a penny earned. Or is it?

Ben Franklin sought to cultivate his character by a plan of 13 virtues, which he developed at age 20 (in 1726), and continued to practice in some form for the rest of his life.

His autobiography lists his 13 virtues as:

  1. Temperance. Eat not to dullness; drink not to elevation.
  2. Silence. Speak not but what may benefit others or yourself; avoid trifling conversation.
  3. Order. Let all your things have their places; let each part of your business have its time.
  4. Resolution. Resolve to perform what you ought; perform without fail what you resolve.
  5. Frugality. Make no expense but to do good to others or yourself; i.e., waste nothing.
  6. Industry. Lose no time; be always employed in something useful; cut off all unnecessary actions.
  7. Sincerity. Use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly.
  8. Justice. Wrong none by doing injuries, or omitting the benefits that are your duty.
  9. Moderation. Avoid extremes; forbear resenting injuries so much as you think they deserve.
  10. Cleanliness. Tolerate no uncleanliness in body, cloaths (sic), or habitation.
  11. Tranquility. Be not disturbed at trifles, or at accidents common or unavoidable.
  12. Chastity. Rarely use venery but for health or offspring, never to dullness, weakness, or the injury of your own or another’s peace or reputation.
  13. Humility. Imitate Jesus and Socrates.

Franklin didn’t try to work on them all at once. Instead, he would work on one and only one each week, leaving all others to their ordinary chance. While Ben did not live completely by his virtues, and by his own admission fell short of them many times, he believed the attempt at living them made him a better man. He believed these virtues contributed greatly to his success and happiness.

In his autobiography, Franklin listed and wrote about the virtues, “I hope, therefore, that some of my descendants may follow the example and reap the benefit.”

His list is certainly no be-all end-all list of virtuous characteristics, BUT it gets you thinking about yourself and your virtues. Impossible not to.
Not wanting to in any way infringe on the genius of what was Ben Franklin, I’d like to offer some of today’s characteristics of virtue and add to Ben’s list.

I’ll add a few words of definition to each, but more important, think about each of these virtues as it relates to you, your self-disciplines, your actions, and your ethics. Maybe even RATE YOURSELF on each one as you read.

Were he alive today, Ben’s virtues might have included:

  • Truth. Your ability to be truthful to others and truthful to yourself.
  • Honesty. Take honest actions you can be proud of.
  • Trust. Be trustworthy and trusting. Trust others until proven otherwise. Be trustworthy by example.
  • Ethics. The right way you conduct yourself in business and life.
  • Speed. Response it today’s world is immediate. How immediate are you?
  • Reliable. People want to deal with reliable people. How reliable are you?
  • Loyal. Getting loyalty because you earned it. Giving loyalty because it’s your philosophy.
  • Responsible. Not just responsible to others, but both to yourself and for yourself.
  • Observant. Having value based peripheral vision, both of others and yourself.
  • Consistent. Making the highest and best decision – all the time.
  • Independent. Not a follower to be ‘safe,’ but a self-ruler of your time and fate.
  • Faith. Not just religion, faith in people, faith in family, and spirituality of self.
  • Self-belief. Belief in company, product, customer, and especially in yourself. Be a believer.
  • Confidence. Confidence is evident often without saying a word. Radiate yours.
  • Enthusiasm. Generate the inner spark of self-induced energy that lights up a room and the people in it.
  • Study/Student. Learning more leads to earning more. Resolve to learn something new every day.
  • Respect. Things and people deserve initial respect. Give it to get it.
  • Kindness. Every ounce of kindness is worth a fortune to those on the receiving end of yours.
  • Forgive. Until you forgive the past – both actions and people – you are likely to repeat it.
  • Thoughtful. Expressing both thanks and feelings. Remembering events and people.
  • Open-minded. Willing to accept new things. Willing to encounter at ‘change’ and see it as ‘opportunity.’
  • Appreciate. Art and life. Look and see the beauty that abounds, the opportunity life affords, and appreciate your ability to choose the values you represent.
  • Grateful. For health and happiness. Saying grace. Counting blessings, daily.
  • Loving. Give love to get love. Give love to be loved.

Wow! Those are some values. How many are yours?

Why not tackle one a week? I’ve given you a six-month supply.

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey GitomerJeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website,, will lead you to more information about training and seminars, or email him personally at [email protected].

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