This essay has as its target audience man, and his conduct. This essay is not about that which none has spoken of. This essay is not about that which none has written on. But, the hope is that adding one more voice to these will enable one reach conviction. Or, let it strengthen one’s poise if one is already in conviction. In the face of debilitating assault on the moral order, perversion of cherished norms of life, vincible but prevailing ignorance, hijacked religious devotions and failed or inadequate moral standards this study is a proposal on virtuous living. This proposal seeks to redirect attention to a neglected dimension in the search for a moral man, the good life and a humane society. This essay presents the I AM or I- EMPHASIS principle of virtuous living.