It is less clear that each party must benefit exactly equally in all respects, or that equal benefit is even possible most of the time, although without a pattern of relative equivalence, most such transactions would likely trail off or cease in the long run. People would haggle or vote with their feet (i.e., leave).

This introduces business ethics. Under this heading falls such unpleasant concepts as jealousy, coveting, greed, malevolence, deceit, manipulation, and coercion–all of which serve to distort both the relative equivalence of the transaction and even our perceptions of fairness.

My limited ambition for the present is to remind myself and you, the reader, to strive for the ideal. Since we must engage is business transactions to live and function, let us aim for “doing unto others what we would have them do unto us.” In its vague and cliche form, think positively.

Especially in the current economic climate.

Peter Rubel