Virtue is priceless: For Everything Else, There’s Excellence
by Phil Hanson & Terry Young
As authors, and with a nod to Mastercard (see below), we have been looking at businesses through a kingdom lens. In Part 1, we explored what it might look like for Christian business owners to pursue both excellence and virtue. But what does pursuing virtue mean? What specific virtues are we talking about? And how might we assess how well we are doing in that pursuit? That’s the topic of this post, Part 2.
In our booklet How to Merge Kingdom and Business: The Most Excellent Way we used the template of the Christian virtues of faith, hope and love. This obviously isn’t the only possible template, but it is one that has been used by theologians throughout history. Each of St Paul’s three themes can be unpacked as practical ways of working, albeit with some overlap between them.
What becomes evident is that many things going on in business can be mapped back to the faith, hope and love template, even if they were not morally motivated at the start. Business leaders have striven to do what they believe to be the right thing, without necessarily grounding their actions in a Christian context, or that of another faith. This is indicated by the column showing ‘Secular Motivation and Application’ below—i.e. actions in business that could be mapped back to the virtues of faith, hope or love, but without an intentional faith-driven motivation.
One indicator of what is happening is what businesses say about themselves in their advertising straplines, as the table below illustrates.
Virtue |
Christian Motivation and Application |
Secular Motivation and Application |
Company Taglines |
Faith |
|
|
Pursuit of Excellence (IBM)Melts in Your Mouth, Not in Your Hands (M&M)Does Exactly What It Says on the Tin® (Ronseal) |
Hope |
|
|
A Diamond is Forever (De Beers)Think Different. (Apple)Believe in Better (Sky Group) |
Love |
|
|
Have it your way (Burger King)Fly with friends (Austrian Airlines)Succeed Together (LEGO) |
While the taglines of companies give us clues about motivation, they are not exhaustive. To dig deeper into the underlying motivations, we bulleted some characteristics of what companies want and then mapped them back to corresponding Christian virtues. In trying to match them up we, surprisingly, noticed some parallels and some differences between the Christian and secular thinking.
For example, in the faith row above, both sides aspire to goodness: on the Christian side, to perfection and on the business side, to doing the right thing. But by the final pair of bullets, we recognise that one side is supernatural and the other, highly rational. One side demands rebirth, the other re-engineering; one side depends on God, the other on getting the best from people. We have tried to bridge these similarities and differences with the idea of resilient reliability, which the taglines pick up.
In the hope line we connect a hunger for God’s glory on one side with the need for an energising vision in business—a nice alignment. There’s also a sense of joy, fun and fulfilment that matches across the columns. However, the constancy of Christian hope clashes with the way the human hope swivels in the choppy waters of the market, and while Christian hope is mysteriously satisfied in the glory of God, human hopes are always chasing something they can’t quite catch. Meanwhile, ‘the long game’ is the closest we can get in business to the eternal. We’ve tried to bridge this with the idea of realising renewal, wrapping creativity and innovation into that, and mapping it to strategy and purpose.
In the love row, there is obvious alignment around the centrality of relationships, but God takes an unconditional approach to each soul, whereas business must draw the line somewhere and part company with unsuitable partners, employees or customers. Respect can only go so far versus unconditional love. However, the two sides can shake hands over the idea of rewarding relationships.
People, Purpose & Process
As authors, we gravitated early on in our exploration of ethics and the workplace to the idea that businesses tend to talk faith-ish and hope-ish and love-ish, whatever their starting motivation, as we have seen above. We set out, therefore, to look for operational virtues in commerce, manufacturing and service provision, that might twin with faith, hope and love in some way, but using more familiar business language.
We concluded that love could be expressed as ‘people’, since business doesn’t work without people. Hope could be expressed as ‘purpose’, and an alternative word for faith is ‘process’.
Diagram 1: Mapping Theological Virtues to Business Values and the 3 RRs
It wasn’t difficult to persuade ourselves that the two globally recognised business excellence frameworks we referenced in Part 1 (Baldrige and EFQM) could be condensed nicely under the themes of purpose, people and process. For more details on this, read How to Merge Kingdom and Business: the most excellent way (2024).
Love could be expressed as ‘people’, since business doesn’t work without people. Hope could be expressed as ‘purpose’, and an alternative word for faith is ‘process’.
Pathways Towards Kingdom Business
The table above suggests that there are good ethical intentions in many organisations. However, this observation doesn’t help us to establish how big a gap there is between such an organisation and a ‘kingdom business’—i.e. an enterprise motivated primarily by kingdom of God purposes—and what the pathway might be to get there.
We have previously described the journey towards becoming a kingdom business as having two axes: one axis of improving excellence of practice and performance and the other axis of ever-improving virtue.
Diagram 2: A virtue and excellence matrix
These two paths have some parallel with the ideas of faith and works. And as such, both faith (virtue) and works (excellence) are required for a kingdom business. All virtue and no excellence manifests itself in worthy but unsustainable, likely uncompetitive, business; all excellence and no virtue may deliver a booming business but without a moral compass, much less able to make the world a better place.
Another principle for moving towards virtue and excellence together is Voltaire’s idea of perfect versus good. He famously argued that perfect is the enemy of good. Striving for perfection will inhibit important small steps of improvement. Our kingdom businesses must strive for virtue without compromising the day-to-day practical improvement in how the operation performs.
All excellence and no virtue may deliver a booming business but without a moral compass, much less able to make the world a better place.
For almost 30 years, now, Mastercard has been running its Priceless advertisements. They start with emotive scenes: families reuniting in an arrivals lounge for Christmas; or a Mom going in search of her Irish roots. The cost of the arrangements—flights, trains, drinks, etc.— float across the scene. At some point the voiceover explains that the experience you are witnessing is priceless, adding, ‘There are some things money can’t buy; for everything else, there’s Mastercard.’
So what is our framework all about? Well, to paraphrase, this seminal slogan, ‘Virtue is priceless; for everything else, there’s excellence.’
Application
As authors, we hope that the RR3 Framework that we introduce here and in more detail in our book—that connects the theological virtues of faith, hope and love, to the business-oriented triplet of process, purpose and people—may help to ground discussions around Christian or kingdom business more directly to biblical principles.
In our observation, a lot of what is published is good news stories, i.e. we did this and that and then these good things happened! There is nothing wrong with sharing such stories, but having a framework forces us to ask how good the good things really were and to test for virtue and excellence in all three of our themes.
Even if you aren’t the CEO or company owner, you may still use the RR3 Framework to find a voice in your organisation. You might find managers willing to have a conversation that starts something like this, ‘From our advertising, we want to offer the following. As a Christian, that looks a bit like faith (or love or hope). I was wondering whether you’d be interested in getting your practice closer to your tagline….’
Think about it and then find a way to talk about it.
For more on these topics, see our booklet, How to Merge Kingdom and Business: The Most Excellent Way, available from Grove books or on Amazon.