Isaac Asimov

I think he meant that a person should do whatever they feel like doing and it doesn't matter if it is helping someone or robbing a bank. What he wants people to know is we all have freedom and what we do with that freedom is all up to us. In a business  it would mean making the tough decisions like lying in order to keep your business at the top of the list. There is no such thing as right or wrong it only matters on what you think you should do in order to live in the society we have to survive in nowadays.