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The Moral Advantage by William Damon

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3 Generative Morality: Acts of Creation

In business as in life, the moral imagination is a fertile source of creative ideas. Of course it is not our only source of creative ideas— almost any flight of fancy can lead somewhere if we are prepared to follow it up properly—but the moral imagination is a source that has exceptional staying power. Backed up by our deepest beliefs, an idea generated by moral imaginings cannot easily be beaten down. We go to the mat for it, amid doubts and criticism. We take risks that otherwise might seem unbearable, because we have faith in the fundamental worthiness of the idea. In the face of daunting skepticism, this kind of persistence is exactly what is needed to see a bold new concept to fruition.

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