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“Don’t be evil”

Google’s iconic corporate credo was long derided as charming idealism invented by naive young founders unconcerned with profits. They were just a little ahead of the curve.

Today, successful companies operate with a different set of rules. An entire generation of companies are using business and technology- not just for generate products and profits — but to make the world a better place.

Even major corporations realize that they have to look beyond traditional profitability, incorporating socially conscious ideals — even social activism — into their corporate values. Corporate culture often is now as important as operating metrics.

Supporting the values and ideals of their customers, vendors, partners and employees is now an essential part of the company’s mission — otherwise these same customers,vendors, partners and employees will abandon the company.

That bedrock business school phrase — the bottom line — is fading as the primary measure of corporate success. Today, it is being replaced by The Triple bottom line (TBL) — consisting of three Ps: Profit, People and Planet.People is a measure socially responsibility. Planet is a measure of environmental responsibility. (ii)

In the Age of Metapreneurship, altruistic goals are at the forefront, as corporations are discovering that doing good is more than just an idealistic afterthought — but rather it is the basis for their core culture, operations and business model.

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From The Age of Metapreneurship: A Journey into the Future of Entrepreneurship



i Shlomit Azgad-Tromer, Columbia Law School, on. “The Virtuous Corporation.” The Harvard Law School Forum on Corporate Governance and Financial Regulation The Virtuous Corporation Comments. https://corpgov.law.harvard.edu/2016/10/14/the-virtuous-corporation/.

ii “Triple bottom line.” The Economist. November 17, 2009. http://www.economist.com/node/14301663.

Written by CJ Cornell

CJ Cornell

Serial Entrepreneur. University Professor. Software Engineer. Media Executive. Venture Capitalist. Researcher. Marketer. Advisor. Mentor. Author and Speaker. Founded or co-founded nearly a dozen companies in software, digital media and television.

For the past few years I’ve been Co-Director of the Knight Center for Digital Media Entrepreneurship and Professor of Digital Media & Entrepreneurship at Arizona State University, and the university’s first full time Entrepreneur-in-Residence. Currently Visiting Professor of Entrepreneurship & Innovation at New York Institute of Technology and Managing Director at Propel Ventures LLC.


One Response to Bottom Line Virtues (Infographic)

  1. Vijay Nagar says:

    Nice article for entrepreneurs and startups.

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