Conscious Capitalism Higher Purpose

Businesses should exist for reasons beyond just making a profit. “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).” – R. Edward Freedman, University of Virginia Darden School of Business professor. Knowing WHY your business exists, provides you with a compass to find and stay focused on achieving your True North (Higher Purpose). Profit is a means to the end of purpose for conscious businesses.