| In the business world the words "good" and | | | | misled, mistreated, ignored, coerced or |
| "profit" are used almost as synonymous but | | | | disrespected, then any profits resulting from that |
| challenges of our modern world require a | | | | customer are considered bad. |
| redefinition of the profit market and the | | | | According to Robert Morpheal, a Canadian writer |
| development of a more sustainable growth model | | | | and philosopher,â ignoring this basic |
| including and benefiting all of society and | | | | understanding of good and bad profit, in our |
| protecting natural resources. | | | | modern world we have seen more and more |
| In the business world, good profits are earned | | | | equation of "good" with "profit" as if the two |
| with customers' enthusiastic cooperation. A | | | | words mean exactly the same. If there is no |
| company earns good profits when it so delights | | | | profit, it cannot be good. If there is profit it must |
| customers that they not only come back for | | | | be of some good. Profit and good in terms of |
| more, but also refer friends and colleagues. In | | | | being an increasingly absolute value have become |
| contrast, bad profits are earned at the | | | | regarded as more and more synonymous |
| customer's expense. Whenever a customer feels | | | | (meaning the same). |