Conscious Capitalism: Liberating the Heroic Spirit of Business

Purposeful companies ask questions such as these: Why does our business exist? Why does it need to exist? What core values animate the enterprise and unite all of our stakeholders?

Entrepreneurs are the true heroes in a free-enterprise economy, driving progress in business, society, and the world. They solve problems by creatively envisioning different ways the world could and should be. With their imagination, creativity, passion, and energy, they are the greatest creators of widespread change in the world.

“Business is not about making as much money as possible. It is about creating value for stakeholders. It is important to say this and to enable businesspeople to enact the story.

In a way, the practitioners of capitalism created their own trap and fell into it. They accepted as fact a narrow conceptualization of business and then proceeded to practice it in that way, creating a self-fulfilling prophecy. Had they rejected the caricaturized version and embraced a richer, more complex definition of capitalism, this would not h

business is not a zero-sum game with a winner and loser. It is a win, win, win, win game—and I really like that.

business is good because it creates value, it is ethical because it is based on voluntary exchange, it is noble because it can elevate our existence, and it is heroic because it lifts people out of poverty and creates prosperity.

Imagine a business that is born out of a dream about how the world could be and should be. The founders are on fire to create something of relevance, resonance, and permanence—a business that will far outlive them, that delivers real value of multiple kinds to everyone it touches.

Our experience after the Memorial Day flood of 1981 drew our young company together. It demonstrated to us that all our stakeholders have the potential to form close relationships with us, to care and to commit intensely. Our team members grew closer, and our commitment to our customers was greatly deepened. We understood that we were actually maki

“Business as usual” will not work anymore. We need a new paradigm for business, a new philosophy to lead and work by.