To Love is to will the good of another. 

I said that, or quoted it, rather, when I was in a meeting about a client that wants to help farmers farm good, to harm themselves and others less, to enjoy more, to do good things.

To be Virtuous.

That sentiment from the old saint rung very true in that meeting. It felt like a revelation. What I find curious about that fact is that those words are very nearly a thousand years old, further, their foundation in Aristotelian Christianity is far older, what’s more thought provoking, to me, is that many of the people who might laude that thought when presented in a brand strategy meeting, would deride Catholics more broadly. 

Not the people in that meeting, they’re rather deep thinkers, but secular people more broadly, business-minded secular people.

I find it most sad that those ancient ideas of virtue and goodness and grace are only rightly appreciated and adored when they can illuminate or elevate a business interest.