When we went into business in the distant, hip 1970’s, the concept of capitalism was not popular among our peer group.  That was probably one reason we didn’t pay any attention to being profitable — we wanted to run our store in a way that contributed to our community, provided meaningful employment, and brought well-designed and functional products into our customers’ lives. Which was all well and good until one year we didn’t have a profit, and we realized that we couldn’t sustain or grow our business without one.

Forty years later there is a movement that reflects the perfect symbiosis between capitalism and doing good — conscious capitalism.  Although he didn’t invent the term, Whole Foods co-founder John Mackey is the author of Conscious Capitalism: Liberating the Heroic Spirit of Business (with Bill George and Rajendra Sisodia, Harvard Business Review Press, 2013). His long-time friend Kip Tindell, co-founder of The Container Store, discusses the concept extensively in his book, Uncontainable: How Passion, Commitment, and Conscious Capitalism® Built a Business Where Everyone Thrives (with Paul Keegan and Casey Shilling, Grand Central Publishing, 2014). Tindell credits the success of his business to the tenants of conscious capitalism, especially in terms of placing value on his employees.

According to the web site for Conscious Capitalism, Inc. (which lists both Tindell and Mackey on its board of directors), there are four basic principles of Conscious Capitalism:

1. Conscious leadership

Conscious Leaders focus on “we”, rather than “me.” They inspire, foster transformation and bring out the best in those around them.

2. Stakeholder orientation 

Unlike some businesses that believe they only exist to maximize return on investment for their shareholders, Conscious Businesses focus on their whole business ecosystem, creating and optimizing value for all of their stakeholders, understanding that strong and engaged stakeholders lead to a healthy, sustainable, resilient business.

3. Conscious culture 

A Conscious Culture fosters love and care and builds trust between a company’s team members and its other stakeholders. Conscious Culture is an energizing and unifying force, that truly brings a Conscious Business to life.

4. Higher purpose 

While making money is essential for the vitality and sustainability of a business, it is not the only or even the most important reason a business exists. Conscious businesses focus on their purpose beyond profit.

These tenants very much reflect the values that we have brought to our business, and I hope you have also brought them to yours. If you need more inspiration, or details about how to go about aligning your store more closely with these principles, I encourage you to check out the resources available on the Conscious Capitalism site. There are also local groups such as Conscious Capitalism San Diego that can provide inspiration and guidance. According to R. Michael Anderson, founder of The  Executive JOY Institute, San Diego is the 20th chapter worldwide — so there may be one near you where you can meet like-minded businesspeople.

Happy Retailing,

Carol “Orange” Schroeder