Character (ethos) refers to those interpenetrable habitual qualities within individuals, and applicable to organizations that both constrain and lead them to desire and pursue personal and societal good. In our Incubator article, we undertake two objectives. First, we provide our conceptualization of character; briefly specifying what character is and is not. Second, we introduce several promising directions for organizationally based research on character. Copyright © 2008 John Wiley & Sons, Ltd.