Consider the morality of these quotes from “The Prince” and how they can be leveraged as grounds for misdeeds:
“A prince [CEO] never lacks legitimate reasons to break his promise.”
“…a prudent ruler [CEO] ought not to keep faith when by so doing it would be against his interest…”
“…hatred is gained as much by good works as by evil.”
“Of mankind [consumers/clients] we may say in general they are fickle, hypocritical, and greedy of gain.”
“…men [competitors] ought either to be well treated or crushed, because they can avenge themselves of lighter injuries, of more serious ones they cannot…”
“A prince [CEO] ought to have no other aim or thought, nor select anything else for his study, than war and its rules and discipline…”
“Everyone sees [clients see] what you appear to be, few really know what you are.”
“Since love and fear can hardly exist together, if we must choose between them, it is far safer to be feared than loved.”
“…when everyone [all clients] can tell you the truth, you lose their respect.”
“…affairs should be managed in such a way that when they no longer believe, they can be made to believe by force.”