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"Doing well is a result of doing good. That's what
capitalism is all about."
Ralph Waldo Emerson
Now Ralph Waldo Emerson
is probably not the first name that pops into your head when
you think of entrepreneurship or capitalism.
Yet I think he
hit the nail on the head with the above quote.
Doing Good is the
"New Business Currency."
It comes in many denominations:
Corporate Social Responsibility,
Being
Green,
Building Triple Bottom-line Businesses,
Giving Back,
Social Enterprise,
Doing
Something That Matters
and
Making
a Bigger Difference in the World.
When I
tell business groups that I believe "the
more good you do in business, the better your business does,"
I'm often met with skepticism.
Most of these business owners are still using the marketing
language of "killing their competition" or "monopolizing
their marketplace" or are looking to "kick their
competitors butts."
In my
not-so-humble opinion, the future of marketing is not "killing the
competition" but creating
deep emotional
relationships with our customers by
doing more good
in our businesses and in our communities.
It's my intention to
prove "the more good you do in business,
the better your
business does.
To help prove this theory,
I'm interviewing a variety of successful businesses from all
over the country for my book Doing Great by Doing
Good. The eBook will be published by the end of
August, 2010.
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