The Potter Box is an ethical framework used to make decisions by utilizing four categories

which Potter identifies as universal to all ethical dilemmas. Potter was a theologian when he
developed this moral reasoning framework. The Potter Box uses four dimensions of moral
analysis to help in situations where ethical dilemmas occur: Facts, Values, Principles, and
Loyalties as described below. The Potter Box consists of a few simple steps, which can be
completed in any order. You may also move between the steps several times before an
adequate decision is made. The steps are numbered for simplicity's sake, and it may help you
to organize the steps into quadrants (Cliff Christens came up with this idea).
Definition / Facts
The definition stage of the Potter Box concerns the facts of the issue at hand. Here is where
the analyst should set out all facts without making judgments or hiding any facts. Example:
Using a photograph of a car wreck to promote safe driving, making it visible to the target
viewers.
Values
At this stage the analyst should state and compare the merits of different values to
acknowledge