The idea that morality consists in an unbridled assertion of self, in its forceful aggressive manifestation, rarely receives consistent theoretical formulation--possibly because most men are so ready to act upon it practically that explicit acknowledgment would be a hindrance rather than a help to the idea. But it is a doctrine which tends to be invoked more or less explicitly as a reaction from the impotency of the self-denial dogma. In reference to some superior individual or class, some leader or group of aristocratically ordained leaders, it is always a more or less conscious principle. Concerning these it is held that ordinary morality holds eventually only for the "common herd," the activities of the leader being amenable to a higher law than that of common morality.[171] Moreover, since the self-sacrifice morality is almost never carried out consistently--that is, to the point of monastic asceticism,--much popular morality is an unbalanced combination of self-sacrifice in some regards and ruthless self-assertion in others. It is not "practicable" to carry out the principle of self-denial everywhere; it is reserved for the family life, for special religious duties; in business (which is business, not morals), the proper thing is aggressive and unremitting self-assertion. In business, the end is success, to "make good"; weakness is failure, and failure is disgrace, dishonor. Thus in practice the two conceptions of self-denial in one region and self-assertion in another mutually support each other. They give occasion for the more or less unformulated, yet prevalent, idea that moral considerations (those of self-denial) apply to a limited phase of life, but have nothing to do with other regions in which accordingly the principle of "efficiency" (that is, personal success, wealth, power obtained in competitive victory) holds supreme sway.