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Solely protecting research subjects undermines ethical business anthropology practice. In this paper, we argue that a negative definition of ethics, manifest in the primary focus of “doing no harm” to research subjects, undermines a concern for the potential of business anthropology to do good in a broader sense. Alain Badiou's concept of truth procedure gives, we argue, an actively responsible and necessary direction to ethical business anthropology in its complicity with constructing new subjectivities within contemporary society.