When I began leading seminars for companies in the late 1970s my vision was rather idealistic: I wanted to help businesses become more creative and humanistic as a means to serving the greater good. Of course, I learned quickly that creativity and humanism had to go hand-in-hand with profitability. So, I devoted myself to helping clients solve their most important business problems by training people to think more creatively and work together in more innovative ways. Over the years I’ve worked with many visionary leaders and have met wonderful champions of a more enlightened approach to capitalism.

And now, we are beginning to see an acceleration in the movement toward a more creative and humanistic business paradigm. At the 2008 Davos Forum, Bill Gates spoke of the need for a new Creative Capitalism. He commented, “This is a worldwide movement, and we all have the ability and responsibility to accelerate it,” John Mackey, CEO of Whole Foods has put his energy and capital into a coordinated program for “Catalyzing Conscious Capitalism.”

But, critics complain that an emphasis on the greater good of stakeholders and society distracts from the business of business.

Fortunately Dr. Raj Sisodia, and his co-authors Dr. David B. Wolfe And Dr. Jagdish Sheth have developed a convincing case that idealism and profit are compatible. Sisodia and his colleagues are the authors of the ground breaking book, Firms of Endearment: How World-Class Companies Profit from Passion and Purpose. They demonstrate how social coherence and humanistic values lead not only to greater personal fulfillment but also to higher and more sustainable profits.

As they describe their approach, “Most studies of corporate exceptionalism or “greatness” start with financial performance and work backwards. We started with human performance and worked forward. We researched hundreds of companies that people love – not just like, but love. We put them through a stringent set of screening criteria …These companies pay their employees very well, provide great value to customers, and have thriving, profitable suppliers. They are also wonderful for investors…”

The authors add, “The world is changing dramatically, imposing new requirements for success. To thrive in the future, companies will have to embrace the social transformation of capitalism.”

I was lucky enough to read an advance copy of the book and I provided this endorsement:

“This wonderful book shows the way to what the authors call “The Self Actualization of Capitalism.” It celebrates the confluence of humanistic values and business success in an inspiring and engaging fashion. I recommend it wholeheartedly!”