Bosses should get serious about values-based leadership to build a company their employees can be proud to be part of, says Xerox CEO Ursula Burns. Creating responsible business models can be complicated, but it's an essential part of being a leader, Burns argues. "I'm less concerned about whether being a good corporate citizen burnishes a company's reputation. That's just an added benefit," she explains. "I believe it's a responsibility, and there is no negotiating on responsibilities."