Chapter 10

Chapter 10 explains "the goal of 'continuing to last' is the 'good' that requires protection and promotion in business and professional communication ethics"(173). The goal of sustaining the business is what this chapter holds as the 'good'. With sustaining a business you need core values to keep focus on and realize why you started the business and what your mission is. The book states, "there is no universally 'right' set of core values"(173) which I  somewhat agree with, but I definitely believe that some core values are more right than others. Businesses mostly start off with great core values such as integrity, quality, and authenticity. Over time these businesses can lose sight of those core values and start to value profits over people.

One of the three main aspects of this chapter is business and professional communication. This says that there is no recipe for long term success and that a business must be willing to adapt and change to maintain the "good" of continuing to last. I would say a big aspect of this chapter is maintaining the core values of the business. If a business adapts and changes while still valuing its core values to ensure that they are not letting greed and wealth consume their company then they will be a very profitable and successful business with employees that want to work for them.

There is also the second concept of the dialect of direction and change which is definitely one of the more interesting concepts. It examines two actions that are very important: clarity of direction, and the courage to pivot and change direction if and when necessary. The book talks a lot about promoting the survival of a company, but if it doesn't hold good core values then is it really benefiting the society? Ford was a company that first adopted the 40 hour work week to give back to its employees to give them a break form an 80 or 100 hour work week. This was adapting and changing the business but also staying true to their core values. Over time they did not hold close to their core values and let their business out grow too big and started to lack care for their products, leading to failures and disappointments. I would argue that holding core values close throughout a business lifespan will allow that company to "continue to last" while satisfying its employees and customers.