Liberating the Heroic Spirit of Business
Publication Date: January 2013
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There’s a new business revolution brewing…don’t let your organization miss out.
Whole Foods, Trader Joe’s, Wegmans, Costco, The Container Store. You shop there not only for the products they sell, but for the business philosophy these market leaders are pioneering.
In Conscious Capitalism, iconic CEO John Mackey and professor Raj Sisodia show how such companies are creating a movement that’s transforming business. The authors present the fundamental principles and practices of their bold new vision of conscious capitalism: businesses operating from a sense of higher purpose and prospering financially while also generating other critical forms of value—emotional, social, intellectual, ecological, financial, and spiritual. These are businesses built on love and care instead of fear and stress.
Some of today’s best companies—Google, UPS, Southwest Airlines, Herman Miller, Bright Horizons, Patagonia, Panera, Starbucks, REI, Tata and others—are making this vision real. They’re not being politically correct. Rather, they understand that conscious capitalism is the ultimate path to long-term competitive advantage. They’re full-throated advocates for free markets, entrepreneurship, competition, and property rights. But they operate by a markedly different set of principles.
Drawing on decades of personal experience and interviews with conscious capitalist CEOs and thought leaders, this book reveals those principles—explaining how to:
• Align all your stakeholders—customers, employees, investors, suppliers, society, the environment—and gain synergies instead of accepting trade-offs
• Serve your organization’s higher purpose instead of personal ambitions
• Build a conscious culture that creates tremendous value and competes successfully but looks beyond profits
• Manage every function in your business consciously—HR, marketing, strategy, operations
Authored by the high-profile leaders of the movement and supported by extensive research, this revolutionary book gives leaders in every industry and sector a blueprint for much-needed change. It is about creating a new philosophical paradigm for business and capitalism. It will lead you to think about and practice business differently—with purpose, multiple stakeholder alignment, conscious leadership, and with fully human, caring business cultures.
John Mackey is the co-founder and co-CEO of Whole Foods Market. Raj Sisodia is Professor of Marketing at Bentley University and Chairman of the Conscious Capitalism Institute. They are leading figures in the fast-growing Conscious Capitalism movement, and are on the Board of Trustees of Conscious Capitalism Inc.
Steve Inskeep continues his conversation with Whole Foods CEO John Mackey, who in 2009 denounced President Obama's proposed health care law. Mackey's new book is Conscious Capitalism. More at NPR.org
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Advance praise for Conscious Capitalism
Howard Schultz, chairman, president, and CEO, Starbucks
I have long believed that companies have a responsibility to balance profitability with a social conscience, yet few leaders have an inherent understanding of just how to do it. In Conscious Capitalism, John Mackey and Raj Sisodia provide a timely, realistic framework so companies can better serve a variety of stakeholders. I highly recommend listening to what they have to say.”
Herb Kelleher, former Chairman and CEO, Southwest Airlines
Conscious Capitalism is a welcome explication and endorsement of the virtues of free-enterprise capitalismproperly comprehended, there is no more beneficial economic systemand a simultaneously pragmatic and inspirational extolment of higher purpose and humanism in business. I hail and revere the tenets of Conscious Capitalism!”
Ratan N. Tata, Chairman, Tata Sons
This book provides the script for a much-needed different narrative for free- enterprise capitalism. Businesses need to be driven by a purpose higher than maximizing profit, and they must ensure optimal benefits to all stakeholders. Only if that happens can capitalism deliver to all humanity the full societal benefits it is capable of.”
Sally Jewell, CEO, REI
By so clearly and thoughtfully articulating the tenets of Conscious Capitalism, Raj and John have helped me understand the power behind the sustainable success in our business, raising my consciousness in guiding REI forward to serve a new generation of outdoor enthusiasts and environmental stewards.”
Biz Stone, Cofounder and Creative Director, Twitter
John Mackey’s journey to awakening is an inspiration not just to entrepreneurs, but to anyone who believes in a new definition of success for capitalismone that includes positive societal impact as well as traditional business metrics.”