The latest in the successful Ruffin Business Ethics series, this book argues that the idea of corporate strategy is worth rethinking as a way of talking systematically about ethics and business. In doing so, the author invents a new way of talking about corporate strategy. Several ethical truths are discussed in the course of the book. One is that how we talk about others profoundly influences how we act towards them. Another is how we talk about others can influence how those in our audiences will talk about others and act accordingly. A third is how we talk about others can become easily and comfortably routine. The author shows what it can mean to substitute a new language about business for the discourse that has 'shackled too many men and women for too long'.