Profits for a company are like red blood cells for people, but are profits the only thing that matters? Life needs other motivation reasons that would inspire stakeholders to trust and love those companies that have a superior life purpose that determines their behaviour.

The sixth President of the United States John Quincy Adams once said «If your actions inspire others to dream more, learn more, do more and become more, you are a leader». For the founders of conscious capitalism (an idea that developed into a new social movement in the United States), a leader is someone conscious of developing and using one’s emotional and spiritual intelligence in order to love and care about people and the environment.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership, and contains references to Conscious Capitalism by John Mackey, Co-CEO of Whole Food Market, and Raj Sisodia published by Harvard Business Review Press in 2013.