To Make Conscious Capitalism Work for Your Small Business, Use the AID Approach
By Drew Kossoff
Being a business in America can be a little like being a kid on a massive playground. You want to stand out, but it’s so crowded, and your voice can get lost in the noise.
More than 30 million businesses operate in the U.S. and, as Jack Trout and Steve Rivkin’s marketing book Differentiate or Die: Survival in Our Era of Killer Competition suggests, the need to differentiate is more critical than ever. But how?
Just like on the playground, the best way to stand out isn’t always just by wearing the coolest clothes or by shouting the loudest; it’s more about who you are and what you do.
Conscious capitalism is one way that businesses can differentiate themselves. Conscious capitalists seek to elevate humanity by combining social responsibility with entrepreneurship to create change in the world. By focusing on creating a positive impact, in addition to generating profits, conscious companies create a win-win environment for everyone: happier people, a healthier planet and heftier profits.