RICHARD BRANSON, one of the world's most
famous and admired business leaders, argues that it's time to turn capitalism
upside down-to shift our values from an exclusive focus on profit to also
caring for people, communities and the planet
As he writes:
"It's a vibrant and definite sea change from the way business was
always done, when financial profit was a driving force. Today, people aren't
afraid to say, Screw business as usual!-and show they mean it.
"It's amazing
how I keep coming across the same message, from bustling global cities to the
townships of South Africa to small villages in India to G8 climate
conferences.
"It's no coincidence that so many people are talking about the same thing.
There's a real buzz in the air. Change is happening.
"People often associate me with challenges, with trying to break
records while sailing the Atlantic or flying in a jet stream in a balloon or
going into space with Virgin Galactic. But this book isn't just about fun and
adventure and exceeding one's wildest dreams. It's a different kind of
business book. It's about revolution. My message is a simple one: business as
usual isn't working. In fact, business as usual is wrecking this planet.
Resources are being used up; the air, the sea, the land are all heavily
polluted. The poor are getting poorer. Many are dying of starvation or
because they can't afford a dollar a day for lifesaving medicine.
"But my message is
not all doom and gloom. I will describe how I think business can help fix
things and create a more prosperous world for everyone. I happen to believe
in business because I believe that business is a force for good. By that I
mean that doing good is good for business."
