A great start-up that isn’t going to scale

The Future of Business

an existential question: what is business for?

The future of business depends on answering an existential question: what is business for?

Business is in flux. For centuries its globally understood responsibility to make money has united ideologies, cultures and religions. But a New Moral Age is dawning and with it demands for an answer to a new and existential question: what is business for?

That question, and the increasingly fragmented nature of the response from political and business leaders, societies and individuals around the world is shaking the foundations on which business is built, exposing it as a really great start-up that isn’t going to scale.

As consensus breaks down business is being stripped back to its roots, beliefs and assumptions about its past and its purpose are being challenged and its neutral impartiality denied. The looming battle for its legitimacy will redefine our world with profound consequences for every living thing and the planet we inhabit.

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