The Moral Advantage How to succeed in business by doing the right thing As for the moral advantage in business, of all places, everyone knows a modicum of ethics is called for in any business-you cant cheat your customers forever and get away with it. But wouldn't it be more advantageous if you actually could get away with it? Profits would soar out of sight. Then you would reall have an advantage, or so the thin king might go The notion of seeking the moral advantage is a new way of thin king about ethics and virtue in business. an approach that does not accept the need for trade-offs between ambition and conscience. Far from obstructing the drive for success, a sense of moral purpose can help individuals and companies achieve at the highest -and most profitable levelsAs for the moral advantage in business, of all places, everyone knows a modicum of ethics is called for in any business — you can’t cheat your customers forever and get away with it. But wouldn't it be more advantageous if you actually could get away with it? Profits would soar out of sight! Then you would really have an advantage, or so the thinking might go. The Moral Advantage How to succeed in business by doing the right thing The notion of seeking the moral advantage is a new way of thinking about ethics and virtue in business, an approach that does not accept the need for trade-offs between ambition and conscience. Far from obstructing the drive for success, a sense of moral purpose can help individuals and companies achieve at the highest — and most profitable — levels