That said while I support almost all decisions made by people of good will with respect to their values I rarely think e.g. “I’m going to do low-priced work at poor margins for customers who will dislike me” is instrumentally effective in achieving values *and yet* so many do it.
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As is often the case Patrick this is cogent advice.
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It isn't easy to just do that. The short term often gets in the way. I've found it to be most important to have practices, culture, and tools which all support and encourage thinking about this.
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