From Strategic Busi­ness Ethics: To me, “moral imag­i­na­tion” repre­sents a low cost strategy to de-commodi­tize the product you are selling, and repo­si­tion it to satisfy your customers’ deepest human and even spir­i­tual needs. This not only elevates the · Go to David Lapin: Using moral imag­i­na­tion for irreplic­able strategic advan­tage →