Recently, I hear a lot of people saying, “The end justifies the means.” That little cynical statement originates with Niccolò Machiavelli in his seminal work, The Prince, which is a blueprint for how to attain and retain power – at all costs. (Check my book Truth and Dare: Inside Out Marketing to look at the nest of assumptions behind that purpose!) The ethics our “Prince” would need to apply would be the following: It is better to be stingy than generous. It is better to be