Howbusinessleaderscangrowprofitsandcompetitiveadvantagebydoingtherightthing.Actingonvalues--doinggoodforthebenefitofall--cansubstantiallybenefitthebottomline,butmanybusinessleadersmistakenlybelievethatdoingtherightthinglowersprofits.Thisbeliefisthegreatestbarrierholdingbusinessesbackfrombeingmorefinanciallyandcompetitivelysuccessful--anddeliveringmoregoodfortheworld.Notonlycanitbeawinningbusinessstrategytoactonvalues,asDanielAronsonsuggestsinTheValueofValues,butitisalsoasavvychoice,increasingacompany’spower,profit,andcompetitiveadvantage--inmanycaseswithlittleadditionalinvestmentorrisk.Itstartswithseeingwhatothersmiss.Usingextensiveresearchandreal-worldcalculations,Aronsondemonstratesthatthe“submergedvalue“ofinitiativessuchastakingboldactiontocombatclimatechange,helpingpeoplefindjobs,orcreatinganopen,inclusiveworkenvironmentisnormally4to10timesmorethaninitiallybelieved.Calculatingandcapturingthetruebusinessbenefitofactingonvaluesprovidesamuch-neededupdatetothesustainabilityandresponsibilityplaybook.Evenmoreimportant,itshowsexecutiveshowtoharnessthevalueofvaluestoimproveprofitability,acquirecustomers,andturbochargetheirowncareers.Writtenbyameasurementpioneerandoneoftheworld’sforemostexpertsonmakingethicalbusinesscount,TheValueofValuestrainsleaderstorespondsmartlyandcrediblytotoday’schallenges,transforminghowbusinesscanandshouldbedone.
