From Seth Godin:
The architect refuses to design the big, ugly building that merely maximizes short term revenue. She understands that raising the average is part of her job.
The surgeon refuses to do needless surgery, no matter how much the client insists. He doesn’t confuse his oath with his income.
The marketer won’t help his client produce a spammy campaign filled with tricks and deceptions, because she knows that her career is the sum of her work.
The statesman won’t rush to embrace the bloodlust of the crowd, because statesmen govern in favor of our best instincts, not our worst ones.
There are plenty of people who will pander, race to the bottom and figure out how to, “give the public what it wants.” But that doesn’t have to be you. Professionals have standards. Professionals push back.