The 20th-century view of shareholder primacy is flawed. By focusing first on creating wins for all stakeholders—customers, employees, suppliers, and society—companies build a sustainable, beloved enterprise that paradoxically delivers superior returns to shareholders in the long run.

John Zimmer’s new company aims to build consumer businesses with positive societal outcomes. He critiques the form of capitalism that celebrates any growth, using the example of soda companies profiting from products that cause health issues like diabetes.

Sir Ronald Cohen suggests that economic systems like communism fail because they suppress the natural human instinct to strive. The goal should not be to eliminate capitalism's encouragement of striving, but to evolve it by redirecting that powerful drive toward achieving both financial profit and positive societal impact.

The current movement towards impact-focused business is not just a trend but a fundamental economic succession. Just as the tech revolution reshaped global industries, the impact revolution is now establishing a new paradigm where companies are valued on their ability to create both profit and positive contributions to society and the planet.

Canva's core mission is a "two-step plan": 1) build a valuable company and 2) do good. Crucially, this isn't a sequential plan for after an exit. They believe step one fuels step two (and vice versa), integrating purpose directly into the business model from day one.

For a mission-driven organization like The Atlantic, owned by a philanthropist, the financial goal is sustainability, not profit extraction. The strategy is to achieve profitability and then immediately reinvest the surplus back into the mission by hiring more journalists and expanding influence.

The prevalent Milton Friedman-style, shareholder-only capitalism has only been the dominant model since about 1970. This neoliberal approach is just one phase in capitalism's history, not its fundamental, unchanging definition. This historical context opens the door for a new consensus to form.

The dominant economic model pursues endless growth, often at a human or planetary cost. Donut Economics reframes the goal entirely: create economies that allow humanity to thrive by meeting essential needs while respecting planetary boundaries, irrespective of continuous GDP growth.

Define your organization's mission as creating an environment where all stakeholders (vendors, customers, employees) can thrive. This philosophy moves beyond siloed KPIs and fosters a deeply collaborative culture, attracting partners who want to work with you, not just those who have to.