If men were rational in their conduct, that is to say, if they acted in the way most likely to bring about the ends that they deliberately desire, intelligence would be enough to make the world almost a paradise. In the main, what is in the long run advantageous to one man is also advantageous to another. But men are actuated by passions which distort their view; feeling an impulse to injure others, they persuade themselves that it is to their interest to do so. They will not, therefore, act in the way which is in fact to their own interest unless they are actuated by generous impulses which make them indifferent to their own interest. This is why the heart is as important as the head. By the “heart” I mean, for the moment, the sum-total of kindly impulses. Where they exist, science helps them to be effective; where they are absent, science only makes men more cleverly diabolic. It may be laid down as a general principle to which there are few exceptions that, when people are mistaken as to what is to their own interest, the course they believe to be wise is more harmful to others than the course that really is wise. There are innumerable examples of men making fortunes because, on moral grounds, they did something which they believed to be contrary to their own interests. For instance, among early Quakers there were a number of shopkeepers, who adopted the practice of asking no more for their goods than they were willing to accept, instead of bargaining with each customer, as everybody else did. They adopted this practice because they held it to be a lie to ask more than they would take. But the convenience to customers was so great that everybody came to their shops and they grew rich. (I forget where I read this, but if my memory serves me it was in some reliable source). The same policy _might_ have been adopted from shrewdness, but in fact no one was sufficiently shrewd. Our unconscious is more malevolent than it pays us to be; therefore the people who do most completely what is in fact to their interest are those who, on moral grounds, do what they believe to be against their interest.