Ethical decision making involves greater clarity of values than financial or production decisions, as ethical decisions cannot be reduced to algorithms. It is difficult to predict outcomes and know that the option with the best consequences was chosen, due to uncertainty. This uncertainty lies at the root of all challenges in ethical decision making. Additionally, the ethical perspectives of organizations and their critics are often opposite and based on incompatible reasoning, as organizations aim to justify themselves by arguing they create value, while critics view things differently.