The dream of 'trickle-down' effect of capitalism on social development has turned into a nightmare. In this book the author argues, supported by irrefutable evidences, why caring for people (employees, customers and society) as well as the planet is the only way business enterprises can achieve excellence and be sustainable.The onus of social development must be vigorously embraced as an inextricable but neglected element of capitalism. An intrinsic moral responsiblity towards society must not be viewed as an imposed philanthropy, and complied with grudgingly. It's the only recourse against annihilation of society and consequently, of business itself.