My husband and I talk about this a lot. We have something of a list:
1. Take responsibility for your actions and if there are consequences, own up to them
2. Respect people around you and through your actions, demand their respect as well
3. Realize that no one is perfect, including yourself. Learn from your mistakes and others'
4. Hard work and smart work will get you where you want to go
We also want them to be well-rounded and get some experience in the arts, sports and foreign culture as young children. When they get to high school they can choose what activities they want to focus on, if any.