May 26 2021


Most of the quotes we discuss in The Entrepreneur’s Weekly Nietzsche we found by reading his work, but a few are well-known lines that you may have heard before. This is one, used in our chapter “Monsters”:

He who fights with monsters should be careful lest he thereby become a monster. And if thou gaze long into an abyss, the abyss will also gaze into thee.

The quote leads quickly to questions of ethics. In the chapter, we discuss the fact that we each have our own views of what constitutes ethical or unethical behavior in business. It is a line-drawing game – there is no reference that everyone agrees on. The choices have both short- and long-term consequences for both the success of your business and for your own reputation. Further, once you choose an ethical approach, it becomes entrenched in your organization and is difficult to change.

These questions arise pretty much every day in business. It came up for us today with our own book promotion. Our publisher was excited that we had achieved “#1 Amazon Best Seller” status in a couple of categories and produced the graphic below for promotion. The thing is, the categories were things like “Existentialism” and “Philosophy Reference” where overall sales are lower – they are applicable to the book as categories, but not really our target market (for the record, the book is selling nicely in “Entrepreneurial Management”, where it was briefly #2.)

The question is, should we use it, or is it misleading and dishonest?

We expect that most of you will say that of course we should use it, because strictly speaking it is true, and it will help sell the book. A few might agree that it is a little uncomfortable, perhaps preferring that the language be changed a little. Others will say that the question is overthinking a simple thing, and why should one even worry about it?

This is indeed a simple example, and in isolation this is overthinking. It’s not going to show up as a scandal on the front page of the New York Times. But if you never examine such questions, the pressure of competition and the temptation of promotion can be an abyss that gazes into you. Eventually you may find yourself, or people in your organization, saying things like “A lot of people are telling me…” (where have you heard that before?) Such statements are strictly true, depending on one’s interpretation of “a lot.” How is this marketing image different?

Our book asks you to think harder about questions like this, and many others that may not have such an explicitly ethical component.

As another example, Dave wrote this post after a quick back and forth this morning about the issue on email while I was on another call. I read it, make a few light edits, and posted it. One approach would be to just post this. Instead, I asked Dave how he wanted it posted since he was the primary author. As we went back and forth in email (his answer: “Either say we both wrote it or credit me, either is fine. I’d lean toward the first.”) just reinforced our own alignment, while being a nice self-referential example.

And … we both just looked and the book is currently selling at #1 in both “Business Management Science” and “Business Technology Innovation.” Ahhh, that feels better.