>> the way of thinking we have for long have had a narrow ameritech's and definition of business with profit maximization for shareholders that is something in the economist created this is about thinking in a more realistic way and a successful a gray business with a maximum of higher purpose trying to do something in the world to pave the value in a certain way that only to customers with a society at large but with the value creation not just in terms of shareholders but think of all of the stakeholders for business focusing on creating values to earn a business focusing on creating values to earn a living but also for the customers with the policy of their lives. is for their lives and communities in the environment to do a for all stakeholders that doesn't require a trade-off that says you can simultaneously enhanced if you think about it creatively an a traditional way so these businesses tend to reject that but they are motivated by the first and foremost, to all the stakeholders in driven by personal enrichment with our mission there in leaders in these kinds of businesses hav