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In a nutshell, I think it is good business if the business and the customers both benefit.

Historically, several cultures revered honey bees as examples to follow. The bees got fed by providing a service to the flowers. They are not predators. The pollinate plants and create nectar for themselves. They don't eat the plant per se.

This was a revolutionary mental model, one we don't emphasize enough. Trade can be a civilizing force, but is often viewed as an evil force. Many people see capitalism as pure evil, as a means to exploit people in pursuit of the almighty dollar.

Basically, I'm talking about business that genuinely adds more value to the world rather than business that enriches some at the expense of others. There are two ways to profit: one is to find ways to improve your own bottom line by reducing someone else's welfare. The other is dealmaking where all involved parties are better off for having come together.

It's a high bar to meet. I don't think it is unattainable.


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