Because I think that we’re so limited in our ability to behave ethically in the face of situational pressures, I want to teach our students how to do ethical systems design, how to take all the flaws and weirdnesses of human nature and work with them to design organizations and startup companies where people are always concerned about their reputation. People are concerned about reputation even more than money in most cases. How can we set things up so that people will, in a sense, guard their reputation by doing the right thing? That’s the most important single principle.
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