We've been missing the boat by characterizing Trump as breaching ethical standards. Ethics assumes some sort of agreed-upon standards against which a breach can be defined and measured. But Trump doesn’t have any standards at all. His entire approach to life, to business, and now to the presidency, has nothing whatever to do with standards. It’s about winning at all costs. Whatever it takes. Trump isn’t unethical. Hes non-ethical. He isn’t immoral. He's amoral.