A business is a place where people co-operate to create value, in the form of products and/or services that others want.

A business makes a profit of the money it receives from those others more than covers all the costs of delivering the goods.

So far, so good.

But why does a business need to make a profit?

So it can expand.

Why does a business need to expand?

So it can make more profit.

For the last 200 years this flywheel has driven everything we do. In the name of ‘growth’.

What if, a business became a place where people co-operate to create value, in the form of services (not products) that will help their clients to live well, in the just space for humanity?  

Why would this kind of business need to make a profit?  

So it can expand.

Why would this kind of business need to expand? 

So it can help even more people to live well, in the just space for humanity.

Because it delivers a different kind of growth, this is a flywheel that doesn’t lead inexorably to self-destruction.

A small shift, but a significant one. That we could start now.

Discipline makes Daring possible.