1: Higher Purpose
Inspire, engage and energize stakeholders. Other Information:
Recognizing that every business has a purpose that includes, but is more than, making money. By focusing on its Higher Purpose,
a business inspires, engages and energizes its stakeholders. -- In the words of Darden school of management professor and
Conscious Capitalism, Inc trustee Ed Freeman, "We need red blood cells to live (the same way a business needs profits to live),
but the purpose of life is more than to make red blood cells (the same way the purpose of business is more than simply to
generate profits)." While making money is essential for the vitality and sustainability of a business, it is not the only
or even the most important reason a business exists. Conscious businesses focus on their purpose beyond profit. We all need
meaning and purpose in our lives. It is one of the things that separates us from other animals. Purpose activates us and motivates
us. It moves us to get up in the morning, sustains us when times get tough and serves as a guiding star when we stray off
course. Conscious Businesses provide us with this sense of meaning and purpose. By focusing on its deeper Purpose, a conscious
business inspires, engages and energizes its stakeholders. Employees, customers and others trust and even love companies that
have an inspiring purpose.
Objective(s):
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