The Bourgeois Virtues: Ethics for an Age of Commerce

the rich 483Sam continues: “Take a look at the best-selling business books. Theyaren’t about manipulating the customer or exploiting employees,” thoughthey are about rhetoric—roughly a third, I reckon.“Rhetoric” is not the samething as dishonest persuasion. On the contrary, business rhetoric is findingthe available means of mainly honest persuasion in the one-quarter ofnational income earned from sweet talk. 8 The sweet talkers include managersabove all, but also teachers, social workers, salespeople, politicians, lawyers,bankers, bureaucrats, teachers, journalists. Such people spend much of theirworking lives changing other peoples’ minds, without compulsion.It is cooperation, not competition or compulsion, that Adam Smithadmired. There are realms of compulsion even in a free and liberal society,such as the violent side of police work, though the police will tell you correctlythat most of their work is persuasive. A slave society, such as Russia1917–1989, needs overseers with chains and knouts, not sweet talk. But that’snot what most modern, capitalist life entails.Therefore the business books, Sam claims, are “often about integrity.Leadership. Motivation. Many of them apply religious principles to business,”such as Gary Moore’s Faithful Finances 101 (2003). Laura is not to bepersuaded: “I find that hard to believe.” Oh, Laura: have a look sometime atthe business section of the bookstore, and see for yourself. “But to be honest,I have a confession to make,” Laura remarks sarcastically. “I’m gladyou’re sitting down—this will shock you. I don’t read many business books.”Funny. Brilliant wit.Laura is proud to be living off a business civilization and yet to remainignorant of how it actually works. Thus the clerisy of Europe since 1848.Sam is patient: “But that means you’re probably getting your perspective onbusiness from a Dickens novel [Great Expectations, say] or Hollywood [WallStreet] or a television show [Dallas].” He returns to his original theme:“Monsters don’t often succeed in business. The sweeter competition offeringgood service and low prices is a better bet [thus `sweet talk’]. There’s aninvisible heart at the core of the marketplace, serving the customer anddoing it joyously.” A trifle twee, you will reply, if you are of Laura’s camp. Butconsider that you may be mistaken.Sam: Can I get you a refill?Laura: Thanks. Decaf this time. If the choice is available.Sam: Of course, madame.(He stands up and nods politely in mock servitude.)Capitalism at your service.