in what ways does the culture of our capitalist society encourage attitudes like those Sheeby describes?

Sheeby states that capitalism motivates or encourages people to do whatever in their power to succeed, no matter the cost. Scamming, lying, cheating, stepping over people, etc are ways that are seen as the norm when trying to win at life due to the influence of capitalism. There are only winners and losers in life, and because of this is is okay to do "whatever" needed in order to win at life. Capitalism only aims at succeeding, no matter the "cost".