Wonderful anecdote of social entrepreneur Muhammad Yunus, where he tells how he convinced the CEO of Adidas to move (part of) his company and -more importantly- his core product to a social cause. It also shows how hard it is for big incumbent companies to morph into a socially responsible business.
Social good is counter-intuitive to business logic, but more and more companies find ways to combine both. What truly is a prerequisite is the belief of the CEO that this is something his company just should do, regardless of the challenges and the business logic.
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