The last model I will discuss is the virtuous ethical model, which comprises a few principles. First, to know the right action in a situation, one must think how a virtuous person would act. Second, a virtuous person is one who possesses virtues. Third, virtues are habits or dispositions that forge the character of human beings and show the excellence of a specific practice.
There is confusion about the language of virtues in the religious and ethical approaches. The virtues of the Christian religion are faith, hope, and charity. However, the approach to virtue ethics predates Christianity and is identified with the work of Aristotle, Nicomachean Ethics, which considers prudence, courage, justice, and temperance as virtues.
The educational component in virtue ethics is relevant. One becomes virtuous by acting virtuously. Or, to put it another way, one’s character becomes virtuous by repeating virtuous habits. This is why this model is so essential in education and why virtues, in general terms, can be learned.
But what is a virtue? This ethical model is more flexible than the deontological model. The virtuous ethical model is more contextualist and pluralist. Everyone can find their own models of excellence -virtues- and try to act following them. Nevertheless, not everything can be a virtue; it is not a relativistic approach. Some behaviours are closer to vices than virtues and, although there is a contextualist component, some clear cases cannot be virtues. Evil, murder or envy can never be considered virtues.
What are the virtues of a strategist? From what we have seen so far, virtues are learned by behaving virtuously, and there is a contextual element where everyone finds their own models of excellence, but with some limits. Aristotle claimed there to be at least three exciting perspectives on virtues: a) The law of the ‘middle ground’; b) The importance of experience; c) The virtue of prudence as practical wisdom. These will now be applied to the strategist perspective.
A virtue is the middle ground between two extremes or vices, one by defect and the other by excess. This is basically what the law of the ‘middle ground’ holds. It is a call for moderation in various actions. The analysis that can be made is that given specific objectives, one should determine which actions are virtuous -within the middle ground- and which are excessive -by default or excess-.
The virtue ethics approach places great importance on experience. By learning to be virtuous, we learn the virtues of strategy. The best way to learn from the right foundations is through experience. In practice, everyone finds their models of excellence, which allows us to see that virtues depend on context. Experience also allows us to assess whether we are really dealing with a virtue or an excess.
Of all the virtues, Aristotle highlights prudence, which he considers to be synonymous of practical wisdom. He refers to the word phronesis as the central virtue of human beings. For strategists, prudence is also a central virtue. Prudence means constantly weighing up all alternatives, considering the various opportunity costs, promoting impartial testing methods, using third parties or experts and, above all, thinking through -and not rushing into- different transactions.
From the virtuous ethical model, we can conclude that the virtues of the strategist can be learned, that one becomes virtuous by acting virtuously, that experience teaches us the way, that a balance must be made to find virtues and excesses. The virtues are in moderation and, finally, that the central virtue for strategists is prudence, which is practical wisdom. The path to virtue is an apprenticeship towards excellence based on experience and prudence. Do we dare to walk it?