In “Built to Last”, Jim Collins showed that the companies that make the most money, are those who don’t focus exclusively on making money. This is a counter-intuitive truth that is much overlooked in business today.

CSR is not for the naive or the do-gooders. It’s not a tool for easing a burdened corporate conscience. It’s a way to make more money.

As a board member or shareholder of a major corporation, I demand that they get involved in CSR, because that will help maximize the return on my investment. And it might incidentally do some good )

I’m starting to think this is an issue like gun control or global warming. Maybe it is impossible to get consensus no matter what the science says.

But for those of you who question that the real purpose of a business should be to make money there’s plenty of evidence that says that the corporation should be measured first and foremost on their ability to “find, keep, and grow the right customers.” Next comes the stewardship of all resources and making money is the result of doing those things right.

Money can be made in many ways that are illegal, unethical, and harmful to the future of the enterprise. How do you discover that (before it becomes a disaster) if all you measure is your take?

So just because some “institute” says “The corporation should be evaluated solely on how much money it makes” doesn’t make it true.

Bill, maybe the fear that exists is if you solve the complex pRoblems and make money they call it “wind fall profits” and you suddenly appear beore the Senate