Goodpaster's principle of moral projection is intended to support a program of corporate moral improvement based on an analogy between persons and corporations. In this paper I try to show that the analogy breaks down at a crucial point — namely at the search for amotive for moral improvement. Further, the analogy may foster a tendency to suppose that corporations, like persons, have intrinsic value. I conclude that the analogy does more harm than good for the following reasons: (a) it (...) distracts from the crucial question, which is, how can we motivate people to shape the institutions in which they work into morally better ones? and (b) it may reinforce a morally dangerous tendency to serve corporations for their own sakes. (shrink)