This book is all about the field of Behavioural Ethics — how what we do is affected by the way we think about what we do. And vice versa. (Perhaps I could have explained that better.) Probably the most important concept is the idea of Ethical Fade, which happens when a problem with a strong ethical dimension is recast as a different kind of problem. For example, company executives trying to decide how much to charge for some drug might think of it as purely a business decision; the ethical element fades away, leading to a decision that may benefit the company’s profits but is actually at odds with what the executives would normally wish to do.
This is related to the hoops that our minds jump through in trying to reduce feelings of cognitive dissonance. This idea is developed more in an earlier book, Mistakes Were Made (But Not By Me).