<p>Managers of for-profit corporations are required to seek profits, which entails organizing the corporation’s activities for the sake of realizing a profit. This prioritization of profit-seeking seems to invert the proper ordering of ends, thus undermining the possibility of managing the for-profit corporation with virtue. This article argues that such a threat can be avoided without jettisoning the traditional virtue ethics framework by envisioning profit-seeking as a practice that aims at engaging in a collective deliberation with market participants to promote an improvement in the way we allocate resources in society.</p>