First a definition - Wikipedia.org
Conscience is an aptitude, faculty, intuition, or judgment of the intellect that distinguishes right from wrong.
But more than an academic definition, what it can mean to a company is word-of-mouth advertising. Customers will provide references and recommendations, but even a wanna-be client is likely to recommend the company. Recall when you were talking to a group of friends about a new project that you are trying to kick-off and all the friendly advice that comes pouring in to your check-list. Someone will remark, "I just ran across this company that does ... and I think it sounds great ..."
If the company describes itself with a characteristic that hits your heart, soul or intellect, it is remembered. This reference company from Bainbridge Island, Washington makes me want to build a new home -- but right now it is not a financial option. But I would recommend it and when my situation evolves to where I am ready to build, I will check to see how it worked out for you ...
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