Unfortunately in this world, the bad guys win a lot. In fact, mean and dishonest people sometimes can find easier financial success in business than those who play it straight.

If making money is one of our goals, why do good at all and why play “fair” in business? Why show compassion to others when sometimes it may seem like it’s easier and quicker to cheat? I have pondered this question over the years as I done business with all types of people and with every outcome.

Jennifer Flaitz of KPMG questions the definition of a “good guy.” She wonders: “Is it just being nice to people [and] treating them with compassion or is being a nice guy [something] in addition to providing a business solution that consumers need?”

Flaitz uses Starbucks as an example.

“While many didn’t think Starbucks’ early business growth strategy of setting up shop across the street from their competition was fair, the truth is they provided a consistent, quality product, were open at the most convenient times and provided friendly service. That was and continues to be the key to their success.”

She concludes: “Those who finish creating positive karma, are compassionate and passionate while providing a service, solution or product that fills a need will always be successful–maybe even more successful than their evil competitors.”

Dave Dailey at Silicon Valley Bank believes that it all starts with the leadership of a company that sets the standards.

“Strong leaders are people who can attract other talented and smart individuals around them,” he said. “Like-minded people with similar morals and ethics are generally attracted to each other. Successful companies are the companies that have strong leadership. Smart people are not going to follow ruthless leaders. There are exceptions, but by some arcane application of logic, nice guys should finish first or at least not last.”

Lori Erickson at public relations firm Ruder Finn examines the issue in her own profession.

“The reputation of PR people has had its ups and downs over the years,” she said. “Overall, I think the profession has good practitioners who can make a real impact for the companies they represent as well as poor practitioners who sell well and do not deliver. Unfortunately, a few bad apples can make the efforts of the well-intentioned practitioner much more of an uphill battle.

“The efforts of the well-intentioned pay off eventually but those focused on the ends over the means are simply weights around our necks who slow the process of meeting that inevitable outcome,” she added. “It takes tremendous endurance and some degree of faith to pursue the higher path because it is a long process with small and infrequent gratifications.

“There are temptations along the way to conform to the ways of those focused solely on personal gain because it is the easier path. For me personally, that would mean compromising principles that I’m not willing to compromise and being a person I am not willing to be.”

Another PR professional, Karen Andre of K Andre Consulting, sums up her philosophy by saying: “I do not believe there are shortcuts in business or in life. If you follow what you know to be true, you will discover there is a unique set of opportunities for your business. It takes a leap of faith and consistently treating others the way you wish to be treated.”

Clay Garner, president of Growth Resources, believes that the tough guys and the good guys can achieve success. He added: “The real question is: What kind of a person do you want to be once you get there?”

After more than 20 years of business, my conclusion is that the question of where “good guys finish” is irrelevant. It doesn’t matter if good guys finish last, first or don’t even enter the race.

As business people, we should strive to be as fair as possible simply because it is the right thing to do. We should treat people the way we want to be treated. It is the way we need to try to live our lives regardless of what others do.

All religions have preached this as the famous “golden rule.” One of my favorite versions is by Judaism’s Rabbi Hillel. When asked to explain all of Jewish law, he simply responds: “What is hateful to you do not do your fellow man. That is the entire law. All the rest is commentary.”

As I reflect on my business life in relation to this golden rule, I have not always been successful in acting in this way. Still, it is a goal I strive for every day. So do good guys finish last? It depends on where you sit and how you keep score. Mostly, it doesn’t really matter. Just do good.