Step 3:Being Reasonablewith the Results Lens

Part 2Identify Ethical Desires

Once you understand the impact your decision will have on the stakeholders, the next question is determining what actions or outcomes are important to them. This process is a bit tricky because each of us is an individual. Some people are more ethically mature than others, and so their definition of what actions are ethical might be different than someone who is only considering themselves.

At the end of the day, we want to achieve a good outcomeone that will help people support each other in achieving meaningful lives that have an over-arching worthwhile purpose. So, we have to determine what behaviors each stakeholder believes are ethical and will also lead to good results.

We begin by thinking about what we believe are desirable ethical goals for individuals or the community. Then, we have to decide what actions are so far from what we consider ethical that we will not support them. Thinking in terms of non-negotiable criteria and tipping points helps.

• Non-negotiable Criteria: What event would cause such horrendous outcomes or be so far outside of a stakeholder's personal integrity that they would take immediate action?
• Tipping Points: What ongoing actions would create such a pattern of unethical behaviors that the stakeholder would eventually take action to confront the unethical behavior or leave?

Below is our list of primary stakeholders. For each stakeholder, choose thetwocriteria that support ethically mature action.

What are each stakeholder's criteria for ethically mature action?

You, the CEO of G-BioSport, are happy in this situation if...

The company's earnings and profits grow in a sustainable way.

The company achieves a reputation for conducting itself in a socially responsible way.

Your decisions satisfy the expectations of stock market analysts who establish quarterly earnings projections.

Shareholders of G-BioSport are happy in this situation if...

The company has a reputation for helping the less fortunate.

The value of their investment in the company increases.

The company conducts its business in a sustainable manner.

James Monroe, your old friend and VP of IP Masters, Inc., is happy in this situation if...

The sale of the compromised IDB guarantees IP Masters' receipt of the $500K sales commission.

He receives a gift or bonus from the Miujizan Minister of Health for arranging the deal.

The sale of the IDB to Miujiza contributes to the mitigation of the AIDS epidemic in that country.

The leaders of IP Masters Pharmaceutical Consulting, Inc. are happy in this situation if...

This sale of IDB to Miujiza is consummated so that other pharmaceutical companies are alerted to its ability and willingness to arrange sales of compromised drug products to developing countries.

Their company successfully facilitates the approval of IDB in all the foreign countries where G-BioSport has requested it to obtain such approval.

The sale of the compromised IDB is consummated in such a way that guarantees its receipt of the $500K sales commission.

Miujiza's AIDS patients are happy in this situation if...

They are given the opportunity to make an informed choice about whether to use the drug and engage the risks associated with this batch of IDB.

The IDB sale is made, giving them the opportunity to benefit from the effectiveness of that drug.

The Minister of Health uses any and all means to ensure the sale of the IDB to Miujiza.

Miujiza's Minister of Health is happy in this situation if...

G-BioSport agrees to sell the compromised batch of IDB to Miujiza so it can be used to help the people of his country.

He earns recognition for arranging this deal.

He can minimize the negative side effects the contaminated IDB will have on those who use it.