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True Virtue Offers Transforming Power
By Jay Winchester
Last time, we set about the task of defining virtues as opposed to values, presenting the argument that virtues were higher in the moral and social scheme of things and therefore, more worthy of pursuit than values. In fact, by pursuing virtues, individuals and companies find an organic set of values that bear the “…aura of authenticity and the ring of truth.” How do we make this work in business? Good question. Working through it helps us come up with a good answer.
First, we need some solid virtues. Since most of the world’s great religions list guidelines for virtuous living, let’s choose one that Christians, Jews, Catholics, Muslims and most members of other belief systems or philosophical bents- including atheists and agnostics- agree is important: Charity. Those of us with a Western orientation know this word by its more common synonym, love.
For centuries, those seeking to live a good moral life have taken this virtue to heart, finding in it encouragement, comfort and power for living. While this is admirable for people and congregations, it still begs the central question: Can a company be virtuous?
First, understand that, as a predominantly English-speaking people - although that is changing - we trip over this word love. I can love my wife, love my work, love my dog, and love apple pie. Each of these sentiments expresses something wholly different from the others…hopefully.
However, if we take another language- Greek- we find that there are several words representing different aspects of love: Phileo (brotherly love), Eros (erotic love) and the Greek word ajgavph, which is transliterated into the more familiar agape. Agape is defined as a higher love that is all-consuming, unconditional and completely voluntary, given to all. Certainly, this would seem to be a type of love embraced by entrepreneurs, whose passions for their respective businesses are fueled by a deep-seated fire in the belly.
Let’s examine the values that originate organically from pursuing the virtue of agape love. Certainly, respect for individuals, regardless of their ethnicity, race, religious orientations and so on would be a value derived organically from the virtue. Values such as uniqueness, compassion, excellence in employee relations, commitment to customer service and others follow naturally from pursuing the virtue.
The pursuit of the virtue of agape love also works to help streamline a company’s decision-making while defining its policies of corporate and social responsibility. It also determines the company’s responses to ethical and practical situations by determining the mindset and worldview from which these things are approached. When the leadership pursues love with open hearts and open minds, awesome opportunities move from the realm of the possible to the realm of the imminently doable.
So we see that indeed a company can be virtuous. How? Let’s not forget that a company is a collection of people working together toward a common goal. Only people can pursue agape love. When they do, the process looks like this:
Virtue (agape love) leads to Values derived from that virtue (Respect for the individual, compassion for those less fortunate, commitment to excellence in every relationship, holding uniqueness in high regard, commitment to service, etc.) leading to genuine Motivations which inform Decision-making that is virtue driven (agape love sets others above oneself in every situation), producing Actions worthy of the virtue that initiates them. Such a powerful process produces transforming power in both people and organizations.
Putting it into practice, developing corporate and social responsibility programs that better living conditions for people within your company’s sphere of influence is a fine example. Providing health care coverage or educational benefits for employees is another. Of course, conducting your business with integrity and excellence is an essential. However you choose to put the values derived from your virtues into play, do it with the all-consuming passion that defines real love.
If you still have doubts about mixing love with work, consider these words from Sigmund Freud: “Love and work are the cornerstones of our humanness.”
About the Author
Jay M. Winchester is the owner and operator of The Winchester Group, a Christian media company specializing in delivering professional writing, editing and content creation services to companies of all sizes, including members of the Fortune 500. Since 1994, his byline has appeared over 450 times in a variety of publications, many with national distributions. Jay has written long-form direct response television and other commercial spots for Tony Little, Reliant Interactive Media and others. He is the former Managing Editor of two bi-monthly journals for writers, American Writers Review and Writing for Money. He is also the Managing Editor, Producer and voice for the Bay Area Business Minute, broadcast each workday on NewsTalk 820 AM, WWBA. He is a regular contributor to Bay Area Business Magazine.
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