‫If in the diagnostic You gave yourself a low score under position or process paper articular attention
‫to this narrative.
‫All right.
‫We're going to the fourth narrative I call this be good.
‫The traditional view of business was is that companies exist to serve one master.
‫You're basically serving customers in order to generate shareholder value.
‫But increasingly companies are waking up to the realization that exclusively focusing on shareholder
‫value maximization it diminishes shareholder value because if you only care about your shareholders
‫you're going to create resistance to your growth and that is going to actually hurt your value.
‫A smarter strategy is one that sure creates value for shareholders.
‫But does that by serving other stakeholders if you can create a strategy in which your community the
‫employees your environment your country the world and they all want you to win.
‫That's the ultimate strategy.
‫Because then there's no competition for your growth.
‫We're seeing the emergence of new business models like best doctors best doctors helps people get second
‫opinions.
‫There's a woman who's going blind and her she's diagnosed with brain cancer.
‫She makes an appointment to have surgery but her employer is the best doctors customer which means that
‫her employer pays best doctors one dollar per employee per year to offer this as an extra service to
‫their employees best doctors answers the phone.
‫And two weeks later says before you operate on her give her these pills.
‫See what happens.
‫She takes the pills and now she can see a think about that.
‫She was about to have a hole cut in her skull.
‫And healthy brain tissue removed.
‫And best doctors saved her from that catch that they live for that kind of impact on people's lives.
‫But their CEO is not ashamed to admit that they make a considerable margin and profit doing that kind
‫of work that they're growing rapidly that there won't be a billion dollar company they want to be in
‫every country in the world.
‫In fact there's less shame in that growth aspiration because the more they grow the more good they're
‫doing.
‫It's like great farms which helps grocery stores put farms on their roofs their pitches.
‫This isn't only good for the environment.
‫This is good for business because when customers can you come in you can say well how much more local
‫Can you get than this.
‫This was good on our roof or whole city.
‫My cousin from Germany moved to New York to work for this company and she was inspired by their manifesto.
‫You can find find their manifesto on hostie dot com.
‫H O L S T E dot com.
‫I'll just read the first third of this for you.
‫This is your life do what you love.
‫Do it often.
‫If you don't like something change it.
‫If you don't like your job quit.
‫If you don't have enough time stop watching TV.
‫If you're looking for the love of your life stop.
‫They'll be waiting for you when you start doing things you love.
‫Now this says nothing about the efficacy of their products right.
‫But customers want to buy from them.
‫Suppliers want to supply to them distributors want to distribute for them.
‫New investors want to invest in them.
‫It has transformed their business.
‫So when you want to look at is how can you create strategic power by pursuing a good strategy.
‫How can you align your business and your business model and how you make money by doing something that
‫everybody cares about so that everybody wants you to win.
‫I want you to take up your worksheet and write down at least five ideas that come from this narrative.