Finding the extraordinary and creating the unexpected

Purpose – The purpose of this paper is to present an integrated framework for ethical decision making in uncertain conditions, such as those of entrepreneurship. The model aims to build an exceptional ethical heuristic employable by entrepreneurs. Design/methodology/approach – The theoretical framework is anchored to Aquinas’ theory of practical reason (PR) virtue, specifically its minor virtue gnome, and the Kantian faculty of genius or to better say its modus operandi. Thanks to the composition of these prima facie distant ontologies it is possible to build a “ready-to-use” heuristic. Findings – The paper through a philosophical discussion offers a ready-to-use heuristic that may help entrepreneurs and businesspersons when “navigating” uncertain and troubled situations. In such situations, first it is important to recognize the “exceptionality” of the situation, disregarding where necessary the ordinary criteria of judgment (an act directed by gnome). Second, a creative reconstruction of available knowledge able to reshape the “rules of the game” is needed (an act directed by PR but with connotations drawn from genius). Research limitations/implications – The paper provides only a theoretical conceptualization of the heuristic model. However, the result is a ready-to-use heuristic rule for entrepreneurs, who work in uncertain and unclear conditions. Empirical validation of the framework can represent an opportunity for future research to test the operative impact of such an exceptional ethical heuristic. Originality/value – Little attention has been dedicated to ethical decision making in the entrepreneurial setting built on a virtue ethics approach. This paper’s proposed model may represent an innovative alternative to strictly rational models for ethical decision making.