What is the purpose of a business? The most common answer is profit. This goal validates behaviour that compromises the fabric of society, the treatment of staff, and the consequences for later generations.

What if profit was the consequence and not the goal? What if business was there to serve its customer, to provide value to her. We would do everything in our power to ensure that she experiences the best we have to offer. We would have her best interests at heart, not just now, but long term.

This is the social imperative. The value of the customer above all else. It seems counter-intuitive.

Why are you in business?

Milo Miloezger

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