Designing an Ethical Pitch: Integrating Utilitarianism, Deontology, and Virtue Ethics

When it comes to selling or pitching your ideas, the focus should primarily be on exemplifying ethics rather than merely selling them. Understanding and integrating different ethical theories can help you create a compelling and morally justifiable pitch. This article explores three prominent ethical frameworks—utilitarianism, deontology, and virtue ethics—and how to incorporate them into your pitch effectively.

Utilitarianism: Maximizing Happiness and Satisfaction

Utilitarianism posits that the ethical rightness of an action is determined by the amount of happiness or satisfaction it produces for the greatest number of sentient beings, regardless of their identity or relationship to the agent. Utilitarianism suggests that an action is right if it maximizes overall pleasure and minimizes pain.

For example, if you have to choose between saving one person you love from a burning building or saving five strangers, a utilitarian would argue for saving the five because they have a greater combined capacity for pleasure.

Critics of utilitarianism argue that it can justify the sacrificing of minority rights for the benefit of the majority, potentially ignoring individual preferences and rights.

Utilitarianism also faces challenges in measuring and comparing happiness or suffering across individuals and species, and in respecting the intrinsic value of non-sentient things.

When designing your pitch, consider the impact on the greatest number of stakeholders. Ensure that your proposal contributes to the overall happiness or satisfaction of your audience while also respecting individual rights.

Deontology: Emphasizing Rights and Duties

Deontology focuses on the inherent value and dignity of rational beings, regardless of the consequences or utility of their actions. According to deontology, an action is right if it respects the moral rights or duties of oneself and others, such as the right to life, freedom, truth, or reciprocity.

For example, if you have to lie to protect someone from harm, a deontologist would argue against lying, as it disrespects the duty to tell the truth, even if it has good consequences.

Critics of deontology argue that it can be rigid, absolutist, or vague in defining rights and duties, potentially leading to conflicts between duties or between individual and collective interests.

Deontology also faces challenges in dealing with moral uncertainty, disagreement, or ambiguity, and in determining how to balance different rights and duties in complex situations.

When crafting your pitch, ensure that you adhere to ethical principles. Be transparent and honest, respecting the rights and duties of all parties involved. This will help build trust and credibility with your audience.

Virtue Ethics: Emphasizing Moral Character

Virtue ethics focuses on the development and expression of moral character traits or virtues, such as honesty, courage, compassion, or prudence, that enable us to flourish as human beings and contribute to the common good. According to virtue ethics, an action is right if it expresses or promotes the relevant virtues in oneself and others.

For example, if you have to criticize someone's work, a virtue ethicist would encourage you to do it honestly, constructively, and respectfully, embodying virtues of integrity and kindness.

Critics of virtue ethics argue that it can be subjective, idealistic, or incomplete in identifying which virtues are relevant or how to balance them.

Virtue ethics also faces challenges in accounting for individual differences in character, motivations, and circumstances, and in relating virtues to broader moral principles and goals.

When integrating virtue ethics into your pitch, focus on demonstrating the virtues that your proposal embodies. Show that your proposal is not just beneficial, but also morally virtuous, which can add an extra layer of appeal and legitimacy to your argument.

Combining Ethical Approaches

Depending on the specific context, each of these ethical approaches may be more or less applicable. Combining or comparing these approaches can help you design a more nuanced and reasonable solution. By familiarizing yourself with these ethical frameworks and their implications, you can become a more reflective and informed moral agent, capable of explaining and justifying your choices to others and appreciating different ethical perspectives.

Further Reading

Driver, J. (n.d.). The History of Utilitarianism. Stanford Encyclopedia of Philosophy.

Johnson, R. (n.d.). Kant's Moral Philosophy. Stanford Encyclopedia of Philosophy.

Hursthouse, R. (n.d.). Virtue Ethics. Stanford Encyclopedia of Philosophy.