I admire that sentiment - but I don't believe it. What about the man who lives an honest life, but because he never bends rules he finds himself stuck in a dull

I admire that sentiment - but I don't believe it. What about the man who lives an honest life, but because he never bends rules he finds himself stuck in a dull, endless job, who stays up at night and despairs of ever doing something meaningful? On the other side - what about the person who does things that are morally shady for the sake of creating something that's truly great? I doubt he'd even feel guilty. My point is, it's not black-and-white. And while it's nice to imagine what it would be like if it was, you can't treat this as something with only one right answer. Every one has its downsides. That's what Godin is writing about.