CHAPTER FIVE
Reframing Economics
By “organizational higher purpose,” we mean a prosocial goal that transcends the usual pursuit of business goals but intersects with those goals. That is, decisions are made that are in line with prosocial goals as well as the business goals.
John Sculley quotes Steve Jobs about higher purpose: “Great companies must have a noble cause. Then it’s the leader’s job to transform that noble cause into such an inspiring vision that it will attract the most talented people in the world to want to join it.”27
We are not interested in examining the consequences of corporate social responsibility or charitable giving. The pursuit of a higher purpose is not a goal—like charitable giving—that is distinct from generating traditional ...
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