Maximum Purpose, Maximum Profit

"Everyone's naked. Universal connectivity coupled with powerful AI is making everything transparent and everyone vulnerable. Geoeconomic fragmentation, climate change and social inequality are worse than ever. In this new world: How can we ensure profitable growth and business longevity? How can we achieve environmental and social sustainability without sacrificing profits or material self-interest?



Current approaches like ESG and Milton Friedman's doctrine of solely maximising profits are proving ineffective. Amassing wealth at the expense of people or the planet is untenable, and ESG regulations are adding costs without creating meaningful change. We need a new model.



For long-term viability, both business and sustainability must be profitable. But in the naked era where every action is visible and traceable, businesses will need to earn their returns by solving pressing problems. At the same time, for sustainability to be sustainable, we need profitable solutions.



The winning strategy for both objectives is steward leadership—doing well by doing good. Maximum Purpose, Maximum Profit is a practical playbook to drive business success by addressing the very challenges that are threatening humanity today."