With very rare exceptions, the right things are done for the wrong reasons.
It is futile to demand that men do the right thing for the right reason – this is a fight with a windmill. The organizer should know and accept that the right reason is introduced as a moral rationalization after the right end has been achieved, although it may have been achieved for the wrong reason – therefore he should search for and use the wrong reasons to achieve the right goals. He should be able , with skill and calculation, to use irrationality in his attempts to profess toward a rational world.
– Saul D Alinsky, Rules for Radicals
We live in a messy and convoluted world where people are motivated by a variety of things – things often considered to be foolish, base or irrational by idealists and purists. But I am with Alinsky in the belief that what matters most is the outcome. Let’s focus on getting everyone to do the right things first – right intentions can come later.
EDIT – July 14th, 2012
Some folks have interpreted this post to mean “the ends justify the means” which is incorrect. It’s about creating the right kind of incentives to encourage action. For instance – my startup Ridejoy helps people share car trips. This is a great way to reduce carbon emissions, which is a cause of global climate change, which leads to all kinds of bad things for human and animal life.
However, our branding is about having fun and affordable roadtrips. We don’t guilt or badger people into sharing rides to “be efficient” or “protect the planet” even when that might be one of our ultimate goals. Instead, we offer an incentive, a reason, that appeals to them, even if it’s not the “right” one.