Ethics is described in the Oxford English Dictionary as the science of moral conduct, a moral philosophy. That may seem on first reading as a simple and straightforward concept. Now, if only it did not involve us human beings. Most humans want to be well thought of ... that we were a good person. But the world in which we seek to do our best for ourselves is complex ... indeed few if any of its components are simple.
For example if we did something in developing our business with which someone disagreed we might be condemned by them and maybe even be brought to a change in our actions to enable us to survive their criticisms and so that we were all then happy.
However survival sometimes requires decisions of a more black and white nature where what is at stake is our survival itself. What then?
There we are ... the entrepreneur, our ethical obligations are clear. We must look after our employees and their welfare. We must exercise care to our customers who need and expect us to have their best interests at heart. They have that expectation because if they did not then they would not even dream of doing business with us. They trust us to give them the best value and do not mind paying what we ask because they sense that we know their requirements and their self-evident need for good value. Here then are our ethical duties ...