Article by John Mackey and Raj Sisodia at Harvard Business Review site

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There is a growing network of people — including the leaders of companies such as the Container Store, Starbucks, Trader Joe’s, Patagonia and Whole Foods Market (of which one of us is the co-CEO) — building their companies based on the idea that business is about more than making a profit. It’s about higher purpose. We are a part of this group, and host a set of conferences each year to share the guiding principles and best business practices that we have come to call “conscious capitalism.” Every year, we come in contact with more leaders — perhaps like you — who share these beliefs.

But one of the most predictable responses we get from people when we mention the idea of conscious capitalism is, “That’s an oxymoron!”

It is undoubtedly an unusual juxtaposition of words. The word “conscious” has many connotations for people. We define it as being mindful and awake, seeing reality as it is rather than as we wish it to be, recognizing and being accountable for all the consequences of our actions, having a better sense of what is right and what is wrong, rejecting violence as a way to solve problems and being in harmony with nature.

Read the full article