How you actually define good is a very sticky ethical topic that can lead one down a deluge of philosophical questions: is it good to change someone else’s behavior? What if they asked you to? What is free will? Who even am I?

If you care about impact, our intuitions regarding goodness just kind of suck: When you ask most people to picture someone environmentally conscious they will conjure up an image of a garden, a detached home, maybe an electric car, buying local, etc...

And, of course, while our businesses contain many thoughtful and ethical people, it's also unquestionably true that they contain many cynical bastards who actually believe that deploying psychological trickery to gull people into paying more is good and appropriate business practice.