What is Good Business?

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Complete Video Transcript

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business has rarely been so unpopular
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capitalism is in serious disrepute a lot of people are convinced the businesses
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as their structure today
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simply don’t properly so thought best collective interests
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yet a world without business scarcely seems realistic
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the challenges in to do away with business its to feel way
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to water better version here are five things we think unnecessary
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decent humane and profitable business culture
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dar
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as human beings there are things we need and a genuinely good important for a
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flourishing
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and then there are things be merely desire that appeal to our appetites
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but aren’t connected up with anything sincere all worthwhile
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the problem is we all good at identifying and holding onto the
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distinction
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would not very good at knowing what’s really good for us this is created a
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great temptation for capitalism
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for the static capitalist it doesn’t matter much book to make money from
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it could be needs and desires you could be selling shoelaces crude oil man no
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technology handguns the cuts works at all story
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this is the classic defense for selling bullshit
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capitalism is not traditionally been interested in source if its profits
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the idea is to make money from supplying whatever people happen to be willing to
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pay for
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capitalism becomes evil when it explodes our inability
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to distinguish on needs from our designs when large numbers of businesses
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so people stuff that they desire which in all honesty
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they don’t need do so as a first basic point
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good businesses should be defined not simply by whether they’re profitable not
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the what’s they make their profit from only businesses that satisfy all true
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needs
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amoral do
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do it’s hard to make any business world
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it’s doubly hard to make it work when you try not only to make money
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but also to make it from me trough and designs
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deka fortunes could be made foster selling french fries Instagram bread
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all running gossipy sensationalizing newspapers in serious broadsheets
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strip clubs make more money than bookshops status driven luxury brands
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a more successful than fair trade cooperatives %uh it’s harder to make
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things
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which both appealing and good because the enterprise need to solve
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two big problems rather than just one the real producer
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has to master both seduction and goodness
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I’ll lots of people have mastered seduction think I’ve had good as ice
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cream and do not manufacture saw
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the rating of willpower and better natures defend number of people
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have massive goodness think it is worth the will steer people
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who work in ecological services will run web sites been used for calling misdeeds
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in the factories in the developing world
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very few have mastered both arts seduction
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and goodness it’s not impossible it’s not the goodness makes adoption
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impossible
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will the seduction pulls out goodness I it’s just the target is smaller
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and far far harder to be that’s what we need to bring home
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the great challenge of our age is to make goodness not just its own reward
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also deeply appealing to many to fuse goodness
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and seduction in the Utopia relationship therapy
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would therefore end up having some %uh the charm would you like to read dar
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what we want to buy whole from our world money aside is that it be
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meaningful what is meaningful work
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meaningful job is any occupation which gives you a feeling that you are in some
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way through your labor
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either reducing suffering or increasing the level of fulfillment of others
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that leaving the world a slightly better place than you found it
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the more meaningful job the less money matters
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people will be ready to enlist in the army and died for the defense in the
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nation
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for a very low salary will think the sacrifices made by
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explorers environmentalists nurses or people at the tree and a publishing
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motivation comes from something a noble cause good businesses
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with those who want their employees not just with cash but also with that
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equally valuable currency
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meaning
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many people at the top of capitalism already have enough money to feed twelve
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generations
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and yet still push for higher returns 30 per cent per annum rather than three
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which would be enough to keep ahead of inflation %uh important thing to grasp
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is that these captains a business want to make money deep down if they
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understood themselves better
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make realize that my aunt in it for the sake of the money with the
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really want to suspect on up love that comes in our society
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for having been known to have made lots of mine this holds out an important clue
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how we should reform society by making owner in respect
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more reliably than double to those capitalists who choose to run their
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businesses in noble ways
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satisfy needs not desires giving meaning to their workforces
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I’ll the way status is currently distributed tourette rewards the worst
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kind to capitalism
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it directs bono to wealth without asking skeptically enough
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how the wealth was accumulated that’s something we’re all responsible for
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we pay undue tension to the goats in the party’s how impressed we are by money
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is part of what keeps businesspeople which generally not assisted ego-driven
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personalities
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to me people become moral capital is to make an exception lower return on
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capital
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in the name of producing me kindness and goodness and be become a moral society
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when the gift on respect not just for those who’ve made a lot of cash
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any old those who made a bit of cash doing
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good things
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are typically the price of a product or service
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doesn’t actually take into account the full cost of producing it
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because some resources have inadvertently been given
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free to produce its double and has been polluted in the workers health destroyed
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but the consumer is in pain we talk a lot about low prices
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don’t talk enough about just prices %uh
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adjust price is the price is correct he factored in
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the true cost of production in a good society to just promise
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would be the normal price whenever a supplier provide something below the
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trust price
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whenever there is has been wrongly call it a bargain shortcut is being taken
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some I’ll
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the company has to be offloading some of the cost they must be treated
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someone possibly they must be skimping on quality without admitting it
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a society gets collectively more moral we should take immense care about the
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party any product took
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on its way to our lives in a good business the price of the product should
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reflect the cost
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supplying a thing treating everyone and everything
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given the trees in the rivers kindly along the way do
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duh eighty percent of business should in a perfect world
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come from the top twenty percent of our needs present the overwhelming share of
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business activity
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is directed at meeting the lower basic needs moving about
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energy food shelter present capitalism is mainly directed
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the bottom has a Abraham Maslow’s famous your immediate needs
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%uh we understand we have high needs love self-esteem creativity and so on
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we don’t usually imagine commerce can help us we could prejudice the pain for
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something
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copy connected to goodness but it could be the fact is commerce’s
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only barely scratch the list are true needs we need to live in beautiful
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cities need to have good advice and psychological support me to manage your
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emotions we need to sustain strong families across generations
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we need to cultivate our minds me to live in societies
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in which it’s normal to be wines kind and self-possessed
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he’s a fast immense undertakings and we have collectively a huge way to go
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the fact that these ambitions don’t look the same as constructing highway so
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building pipelines doesn’t have to mean that the divorce from work
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business 0 comments goods and services which have to be created
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by ingenuity organization effort short I work
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do
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often worrying about what we might do when there is no more world
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we should be preparing ourselves for almost endless labor to reach the true
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called
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widespread fulfillment it’s entirely understandable that many people are
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disillusioned with capitalism
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because businesses we currently know it is not as good as it should be
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our objection is not in fact to business such
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the two business the response is not therefore
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to which the business would go away but to work to improve it
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so that one day it comes to properly satisfies as consumers
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and s produces do
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are I’ll