This article is based on my presidential address to the Swedish Operational Research Society 1996 Conference. It starts with a statement affirming the critical need to incorporate virtues and norms in the management and operation of our institutions. With the help of multimodal systems thinking and Stafford Beer's Viable Systems Model, it builds a framework that allows the transfer of such things as faith, love, and wisdom into the operation of our social systems and their management. The article concludes with the placing of operational research and management theory within this framework and with a challenge to all operational researchers to work for new modeling techniques that will contribute to a more virtuous and humane society.