Religious Freedom
Coca-Cola and Interfaith Understanding

If you want to get businesses to support your cause, appeal to their interests rather than moral principles.

Published on: September 3, 2014
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  • Anthony

    An old quote: “…you must think first of appealing to people’s self interest in some way. You must look at the world through their eyes, getting a sense of their needs. You must give them something valuable in exchange for helping you. In general find a way to make the exchange revolve around them and their interests.” Quite an assessment on ratio of moral to business interest if one bothers to look closely.

    • Boritz

      under class/political class- generous welfare benefits for votes

      political class/unions – votes and campaign contributions for generous union contracts backed by legislation

      • Anthony

        Excuse my ignorance but how does above apply to Berger’s essay (interests/moral principles).

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