The Tenets of Conscious Capitalism
The four key principles that are the basis of the Conscious Capitalism philosophy are summarized below:
Higher Purpose
Some timeless ideals and examples of companies that follow them are:
- The Good: Service to others—improving health, education, communication, and the quality of life. Southwest Airlines, Nordstrom’s, The Container Store, Amazon.com, Zappos, and Joie de Vivre Hospitality are examples of businesses motivated by this great purpose.
- The True: Discovery and furthering human knowledge. Google, Intel, Genentech, and Wikipedia all express this higher aspiration.
- The Beautiful: Excellence and the creation of beauty. Apple, BMW and Four Seasons Hotels share this ideal in their own unique ways.
- The Heroic: The courage to do what is right to change and improve the world. The Grameen Bank, The Gates Foundation and Whole Foods Market express this higher purpose in many of their actions.
Stakeholder Alignment
Conscious Leadership
Conscious leadership is all about establishing an inner state of connectedness with oneself and being able to operate with that internal locus of control. This requires developing a state of being that is balanced at all levels – physical, emotional, intellectual and spiritual.
Without conscious leadership, there cannot be a higher purpose or a conscious culture, preconditions for stakeholder alignment and deeper relationships. Conscious leadership is characterized by virtues such as love, courage, compassion, equanimity, authenticity, intuitiveness and humility.
Conscious Culture
Whilst the values that embody such a culture can be expressed in many ways by conscious organizations, we have used TACTILE – Trust, Accountability, Caring, Transparency, Integrity, Learning and Egalitarianism, as a way of defining the elements of this culture.
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