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From “Who We Are” to “Who We’re Becoming”: The Behavioral Science of Ethical Culture
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5 minute read
date
February 24, 2026

From “Who We Are” to “Who We’re Becoming”: The Behavioral Science of Ethical Culture

How many times have you heard a business leader say something like, “Doing the right thing is in our DNA; it’s just who we are”? Maybe you’ve said it yourself; I know I have. On the surface, that premise is hard to argue with. It’s…

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Bill Coffin

Editor-in-Chief,
Ethisphere Magazine

Bill Coffin

Editor-in-Chief,
Ethisphere Magazine

Bill Coffin

Bill Coffin is the Editor-in-Chief of Ethisphere Magazine and supports the larger content strategy of Ethisphere. He is an internationally recognized writer and editorial leader in the fields of ethics, compliance, insurance and risk management. His work has appeared in The Wall Street Journal, BusinessWeek, Forbes and Fortune, as well as Compliance Week, National Underwriter, Risk Management, Best’s Review and other B2B media. Previously, Bill served as Director, Senior Editor at AIG, leading content strategy for one of the world’s largest insurance companies.

Bill has won numerous national journalism awards for his investigative work, including “Tragic Tale,” a profile of comic book writer Bill Mantlo, who fell through the cracks of the healthcare system after suffering a traumatic brain injury, and “The Darkness Within,” an examination of how health insurance excludes coverage for mental health care.

Bill lives in Oakhurst, NJ with his family, and is a published novelist, game designer and podcaster. He is a graduate of Washington and Lee University, and he actively campaigns along with fellow alumni, faculty and students for the removal of Robert E. Lee from the school’s name.