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Launching a new scholarly press involves a number of considerations; many of the decisions to be made involve tradeoffs and ethical considerations. Framing the discussion is the balance between “profitability” and scholarly contribution. Questions of funding sources, recruiting staff, developing editorial and business strategy, creating an advisory board, and evaluating new projects and authors contain ethical choices. Ethical climates vary; the right climate in the organization and fit between alliance partners are key. Deviance in its positive sense can be a source of innovation and creativity. Stories can be used to connect with our readers; stories are also useful in organizations to impart ethics and purposeful direction to organizations. The quest is to change the way we publish—thinking digitally from the beginning of the process, pursuing diverse funding sources, innovating in dissemination and marketing.