A few years ago, I was teaching a two-day program about ethics in India for entrepreneurs and business faculty who taught entrepreneurship. It was a program that I had spent years honing, building upon research that suggests rehearsing — pre-scripting, practicing voice, and peer coaching — is an effective way to build the moral muscle memory, competence, confidence, and habit to act ethically. Rather than simply preaching and pretending, we wanted to address the day-to-day realities that create pressure to act unethically even when employees know and want to do better.