Your villain thinks he's the hero. Prove it.

Great antagonists aren't evil. They're right — from a different lens. The industrialist destroying the rainforest isn't a monster through the Economic lens. He's a job creator, a tax payer, a provider. The Technological lens shows his machinery as progress. The Social lens shows the livelihoods that depend on him.

It's only through the Environmental and Ethical lenses that his actions become destructive. And through the Cultural lens that the indigenous community he displaces loses something no amount of money can replace.

Run your antagonist's justification through Yesbrainer. If the Synthesis Engine can't make a coherent case for him, your audience won't believe him either. The best villains survive at least three lenses.