- Thinking Ethics was a project launched in Geneva to foster the debate about ethics. A few friends, fed up with only reading about abuses in the media, decided to hold a forward-looking seminar on five subjects: ethics and performance, ethics and knowledge, ethics and consciousness, ethics and disobedience and ethics in real time. If moral has to do with right and wrong, then ethics is its application in society. We believe that people need to talk about the subject to determine the level of ethics they want. The book Thinking Ethics, a result of the seminar, is to start the discussion. This blog is a contribution to the conversation.