Recently I read Perry Marshall and Bryan Todd’s excellent book on Google Adwords. At the end of the book Perry begins talking about seeding micro-businesses in the third world. I thought that’s an interesting concept isn’t it? Then this week I hear George Soros (pictured above) talking about ‘the market’ being amoral. George had no problem ‘breaking’ the Bank of England and seems completely unrepentant about doing so. So looking at Perry Marshall and George Soros you begin to wonder… is business just about return on investment?
The market fallacy
One of the main arguments I have against people saying the market is ‘amoral’ is that there is no such ‘thing’ as the market. It doesn’t exist. The market is a concept and a set of practices carried out by human beings. It’s not a tree, rock, house or boat. It’s a bunch of economic precepts that are based on theories, ideals and perspectives that stem from the human being. It is not something that can ever exist outside the perceptions and actions of human beings. For this reason when people say ‘the market’ you have to realise they are talking about interacting perceptions, ideals and actions taken under certain assumptions. If you think otherwise… you are sadly mistaken.
Now, if the market is controlled by people how can it be amoral? Anything you do as a human should reflect your ethical standpoint and views. Say tomorrow that a disease broke out and killed 98% of the world population and seriously deformed 1.99% on top of that? What would the remaining survivors do? Trade in the ‘market’? I think not. The market would not be a pressing concern would it?
Business and ethics should be embodied
Yes I am an idealist. I made a similar point at work the other day and a colleague laughed at me and told me I was dreaming! I know I am. However, it’s a dream worth having. See, you don’t conduct business ethically … you bring your ethics to work. If I am faced with a choice between my values and my work I should (but don’t always…) choose what I think is right. The two are not diametrically opposed are they? The two are the same. What I am saying can be broken down into a thought train: IF people run the market and people have ethics then we should have an ethical market? Like I said it’s a dream. A pipe dream at that.
The shareholder view of business, “I am in business to make money”
And fair enough too… who isn’t? I am in business to make money… I enjoy making it. All I am saying here is that you can’t take your heart and place it in a little box and play with it when you think it suits you. If you are in business to make money then ask yourself this question… am I in business to sell my soul? The market is not evil. People are evil 
. What’s your goal? Well it’s business, not personal. So you are in business to turn off your conscience, so you can make money? What other areas do you turn your conscience off? What if a stay at home mother thought this way? I am here to raise children not make friends! What if a firefighter thought this way? I am here to put out fires, its not personal. A police officer? Why do you think they have ethical standards branches? Come on!
Why I think business is more than return on investment
Business is about trade. Selling, building, creating and moving things people have a need for. Trade has existed since the very beginning. I have noticed an increasing level of selfishness, greed and various other things manifesting themselves in business circles in the last few years. I believe you can still have a heart and be in business. As Perry Marshall and Bryan Todd say at the end of their adwords book business can be part of making a difference.
The smartest people in the world today are in business. One particular hero of mine is Ricardo Semler. He has taken some of his money and is improving the school system. Bill Gates has a foundation that has seeded over 5 Billion dollars to some of the poorest nations in the world. These people are helping and using what they know to improve things. But that’s not really what I am talking about here is it? I am talking about having a heart while you do business. I am talking about the business that sells vacuums, real estate, ice cream, telephones or whatever and has the basic principles of what is right built into that business process. Frankly, people who can turn off their ethics when they go to work scare me.
So what can we do about it? We can find better ways of doing business. We can trade ethically, compete fairly and build meaningful businesses that help improve society. Yes, I am dreaming and yes I am idealistic but so what? If we don’t take our heart to work then work becomes part of what’s wrong with the world.
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