This far-sighted book shows how, in the 21st Century, we can develop a model for the organisation that is built on a philosophy that considers people and sustainability but above all else answers the question "Why are we in business?" It is intended to help all those who seek to make their organisations rewarding places to work and at the same time be responsive to the world around them and the people involved. This really is a different way of looking at what we do and why we do it. Not from the standpoint of right or wrong but from understanding the overall consequences of our strategies and their execution. It explodes several myths that plague management, including the idea that never-ending growth is an essential for success. Importantly, the writing looks forward and provides us with models that are very much in tune with the changing world and the need to re-assess how we operate on planet earth. It contains a serious message delivered in an engaging way, with humour and insight, drawing on real-life situations and experience. An intriguing approach to the complex problems that we call business.