Table of Contents


the moral advantage: how to succeed in business by doing the right thing
The Moral Advantage: How to Succeed in Business by Doing the Right Thing
byWilliam Damon ISBN:1576752062
Berrett-Koehler Publishers 2004 (192 pages)

By showing how to employ rather than compromise moral standards, this timely book provides a roadmap for achieving success by sticking to the high road, and for building a business career that is both personally and materially rewarding.

Table of Contents
The Moral Advantage—How to Succeed in Business by Doing the Right Thing
Preface
Introduction - Success and Satisfaction in Business
Chapter 1 - Leading Lights
Chapter 2 - The Moral Advantage
Chapter 3 - Generative Morality: Acts of Creation
Chapter 4 - Empathic Morality and the Golden Rule
Chapter 5 - Business Ethics That Come Naturally
Chapter 6 - Philanthropy in Business: Doing It Right
Chapter 7 - Forging a Moral Identity in Business
Notes
Index
List of Figures
List of Tables


All too many people view business as a ruthless, dog-eat-dog world where only the pitiless survive. But here Bill Damon tells the compelling stories of real-life business leaders who have achieved great success by adhering to moral conviction. Based on interviews with 48 executives in a variety of industries, The Moral Advantage illustrates how moral insights can be used to gain competitive advantage. By showing how to employ rather than compromise moral standards, The Moral Advantage provides a roadmap for achieving success by sticking to the high road, and for building a business career that is both personally and materially rewarding.

About the Author

William Damon is Professor of Education at Stanford University and Senior Fellow at the Hoover Institution on War, Revolution, and Peace. His books include The Moral Child, Some Do Care: Contemporary Lives of Moral Commitment Greater Expectations, Good Work: When Excellence and Ethics Meet, and Noble Purpose: The Joys of Living a Meaningful Life. Damon has received awards and grants from the John D. and Catherine T. MacArthur Foundation, the Pew Charitable Trusts, the Carnegie Corporation of New York, the John Templeton Foundation, and the William and Flora Hewlett Foundation.



The Moral Advantage—How to Succeed in Business by Doing the Right Thing

William Damon

Berrett-Koehler Publishers, Inc.
San Francisco

Copyright © 2004 by William Damon

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.

Photograph of Dame Anita Roddick on page 76 taken by Brian Moody.

Photograph of Mike Markkula on page 93 taken by Charles Barry for Santa Clara University.

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Library of Congress Cataloging-in-Publication Data

Damon, William, 1944
   The moral advantage : how to succeed in business by doing the right thing / by
      William Damon
      p.   cm.
   Includes bibliographical references and index.
   Contents: Introduction: Purpose and success in business—The moral advantage
      —Generative morality:
      Acts of creation—Empathic morality and the Golden Rule—Business ethics
      that come naturally— Philanthropy in business: Doing it right—Forging a
      moral identity in business.
   ISBN 1-57675-206-2
     1. Business ethics. 2. Success in business—Moral and ethical aspects.
   3. Social responsibility of business. 4. Industrial management—Moral and
   ethical aspects. 5. Organizational behavior—Moral and ethical aspects.
   6. Businesspeople—Interviews. 7. Successful people. I. Title: How to succeed
   in business by doing the right thing. II. Title.
   HF5387.D26   2004
   174'.5––dc22                                                                         2004041147

Project Manager: Katherine Silver, BookMatters; Copyeditor: Amy Smith Bell; Proofreader: Mike Mollett; Designer/Compositor: Bea Hartman, BookMatters; Indexer: Ken DellaPenta

09   08   07   06   05   04
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To Sir John Templeton
visionary businessman and philanthropist

Other Books by William Damon

Noble Purpose: The Joy of Living a Meaningful Life (2003)

Bringing in a New Era in Character Education (2002)

Good Work: When Excellence and Ethics Meet (2001) (with Howard Gardner and Mihaly Csikszentmihalyi)

The Youth Charter: How Communities Can Work Together to Raise Standards for All Our Children (1997)

Greater Expectations: Overcoming the Culture of Indulgence in America’s Homes and Schools (1995)

Some Do Care: Contemporary Lives of Moral Commitment (1992) (with Anne Colby)

The Moral Child: Nurturing Children’s Natural Moral Growth (1990)

Self-Understanding in Childhood and Adolescence (1988) (with Daniel Hart)

Social and Personality Development: Infancy through Adolescence (1983)

The Social World of the Child (1977)

About the Author

William Damon is Professor of Education at Stanford University; Senior Fellow at the Hoover Institution on War, Revolution, and Peace; and Director of the Center on Adolescence at Stanford. Prior to coming to California, he was University Professor and Director of the Center for the Study of Human Development at Brown University in Providence, Rhode Island.

Damon has written widely on moral commitment at all stages of life. For the past seven years, Damon has been working on a collaborative project (with Howard Gardner and Mihaly Csikszentmihalyi) aimed at fostering excellence and social responsibility in key domains of contemporary work. The domains include business, journalism, the sciences, the arts, higher education, and philanthropy. As part of this broad “Good Work” project (www.goodworkproject.org), Damon has teamed up with a group of leading journalists (the Washington-based Committee for Concerned Journalists) to create a “traveling curriculum” in journalism studies (see www.journalism.org). This training program has already brought principles of good work to hundreds of print, broadcast, and Internet newsrooms.

Damon received his B.A. from Harvard and his Ph.D. in developmental psychology from the University of California at Berkeley. Between college and graduate school, Damon spent two years in New York City working with disadvantaged families and their children, an experience that convinced him of the enormous potential of all young people. Damon’s research and writing in human development has been aimed at understanding how this potential can best be realized in childhood, adolescence, and adulthood.

Damon has received awards and grants from the John D. and Catherine T. MacArthur Foundation, the Pew Charitable Trusts, the Spencer Foundation, the Carnegie Corporation of New York, the New York Community Trust, the William and Flora Hewlett Foundation, the John Templeton Foundation, and the Atlantic Philanthropies. He has been elected to membership in the National Academy of Education. Damon is married with three children and travels widely for lecturing, recreation, and exploration.