First things first: The book, CONSCIOUS CAPITALISM: Liberating The Heroic Spirit Of Business is outstanding. As a case study on why companies that honor all of their stakeholders and not just their shareholders actually do much better financially than those who don’t, it’s terrific! As a look at how companies can create an enthusiastic and happy team, ultra-loyal customers, and feel great about the value they provide, it’s amazing!

John Mackey, co-founder and co-CEO of Whole Foods Market, along with Dr. Raj Sisodia, Bently University marketing professor and author of Firms of Endearment, show why the companies they call “Conscious Companies” simply do better.

But, that’s just it. It’s really about conscious companies. Putting the modifier before the word “Capitalism” simply furthers the incorrect premise held by so many that Free-Market Capitalism, in and of itself, isn’t good enough. In other words, the title implies that for Capitalism to be “legitimate” it needs to have a word like “conscious” in front of it. ARRGHHH!

Now, if the author (here, I’m referring to Mr. Mackey, as it’s written in his voice) really believed that, there could be a respectful debate on the topic. However, that isn’t the case. He is a believer and noted defender of true, Free-Market Capitalism. (Chapter One is even entitled, “Capitalism: Marvelous, Misunderstood, Maligned”.) He even makes the distinction a number of times between what’s often called “Crony-Capitalism” and Free-Market Capitalism.

{Note: I often say that I wish the great defenders of Free-Market Capitalism, such as Mackey, as well as one of my heroes, John Allison, would stop using the term, “Crony-Capitalism” as it only serves to confuse people into thinking that it is a legitimate form of Capitalism. It is not. Crony-Capitalism is to Capitalism what Chinese Checkers is to Checkers; Nothing! Instead, it would be much more accurate to simply call it, “Cronyism.”}

Even Bill George, the iconic former Chair and Chief Executive of Medtronic, Inc., who provided a glowing Foreword, wrote: “In these pages, they call their version conscious capitalism. I consider it just capitalism, as it is the only authentic form of capitalism.”

The authors begin by discussing the benefits of pure Capitalism as “the greatest system for innovation and social cooperation that has ever existed.” And, they are correct. Capitalism creates an environment where the citizenry lives longer, healthier, happier and more financially prosperous lives. Even the poor in a mainly free-market based economy are much better off than those in countries not based on such.

But…the term, “Conscious Capitalism.” This is the name of Mr. Mackey’s and Dr. Sisodia’s organization, and this book is one excellent manner in which they are spreading the word.

Their intent is more than noble, but I believe the name is counter-productive. Free-Market Capitalism works for everyone living wherever it exists. Entrepreneurs create value for the marketplace. They and the buyer voluntarily exchange financial value for the product or service. Both parties come away better off after the exchange than they were before.

The profit enjoyed by the company can be invested in expansion which results in more employees. This allows for more value creation. The employees have money to spend with other companies that, as a result can expand, hire more employees and create more value for the marketplace. And on and on and on.

When entrepreneurs are left free to operate with minimal interference from government, abundance and a booming economy results. There are enough jobs for everyone who wants one, and sufficient charity for everyone who truly needs it. No, it’s not Utopia. However, it is so, so much better than any other economic system. (Of course, protecting the citizenry from force and fraud are indeed legitimate functions of government. Creating unnecessary roadblocks, red tape and unfair advantages through cronyism are not.)

Capitalism does not need to become more conscious. Literally, it cannot; it is simply an economic system.  However, those who want to operate successful companies within that economic system do indeed need to be more conscious in the way they do business, if they want the resulting benefits. As the authors magnificently demonstrate, those companies with a higher purpose than simply financial, and who honor all of their stakeholders; employees, customers, suppliers, community, the environment, etc., actually make substantially more money than those who don’t.

Please understand, there is nothing theoretical about this; the evidence is abundant. Throughout the book, the authors cite a number of companies and provide many very specific examples. And, of course, Mackey has run his company exactly as he describes in the book and the proof is in the pudding (though, in his case, it would be a very healthy pudding).

It’s really a tremendous book. I’m so glad I read it and had the opportunity to benefit from it.

And, in my opinion, it would have been so much more accurate to have titled this book, Conscious Companies or something similar.

That aside, whether you are a solo-preneur, have just a few employees, or the leader of a huge organization, or believe that one day you might be at the helm of any of the above, the wisdom in this book will put you nine steps ahead of the game…in a ten-step game.

What really are the elements that lead toward and result in huge business success?

Is it mainly – as we’re often told – about being different? Is it really the “WOW Factor” we hear so much about? Or, could it be that the winners constantly think “outside the box”? In a recent post with noted performance expert, Joe Calloway, we saw that, actually the game is either lost or won inside the box and by focusing on – and mastering – the truly important things.

In this exciting chat with Joe (you’ll see that – nice as he is – he holds not an opinion back) we’ll look much deeper into why this is true and what it takes to make it happen.

From Marty Grunder, who began his landscaping business at 13 (and grossed $400,000 annually while still in college) and is now an icon in the field, to the venerable Southwest Airlines, which profits every year despite being in an industry known for losing money, we’ll see that focusing on what matters most – and being the best at it, simply works.

But, how exactly do you know what does matter most? We’ll explore that, as well.

We’ll see why and how the Internet is killing hype, and why that’s a good thing!

And, we’ll be surprised by perhaps the most counter-intuitive but powerful advice of all from Joe: to avoid…the trap. This one will cause a double-take next time you see it in action!

Listen in on our conversation, and find out how you can “Be The Best At What Matters Most.”

http://joecalloway.com/newbook/

Wasn’t that inspiring? Plenty of great takeaways. What in particular did you learn from Joe that you can begin to apply to your business right now? Please share your thoughts with us.

TECHNICAL NOTE: If you are having trouble playing the interview, please make sure Adobe Flash Player is installed in your web browser. If not, then download Flash Player. Or right-click here to download and select “Save Link As…” to download the audio file to your computer.

The beautiful doctor, Elizabeth “Doc” Clay offered to give Dalton a local anesthetic before stitching up the knife wound from his scuffle at the Double Deuce. He refused it.

She asked, “Do you enjoy pain?”

“Pain don’t hurt.” he replied.

To which she responded, “Are you a freaking moron?!”

Oh, wait, that’s what I shout at the TV every time I watch the movie, Road House, whenever it plays on TNT.

She merely stated that most of her patients would disagree with that.

You know what bothers me about that line (admittedly, from one of my all-time favorite movies)? It’s not just that it’s corny. And, it’s not that he somehow manages to sound cool when he says it. No, what really bothers me is that it simply DOESN’T MAKE SENSE!

Of course, pain hurts. By the very definition of the word, “pain”…it hurts. As a “word guy” those things grate on me. (A First-world problem, to be sure.)

Now, had he said, “I have a really high tolerance for pain” that would make more sense. Or even, “my Zen-like-yet-sarcastic-and-macho persona” prefers the tinge of pain to an anesthetic” would be acceptable.

But…”pain don’t hurt”?

Those type of lines can cause “gag-anitis.” Of course, we all know I’m just thinking way too much.

I’m sorry.

Oh, wait…”love means never having to say you’re sorry.” Huh? {Gag}

Forget it. This is so not a big deal. Carry on; enjoy the show.

But, don’t even THINK about “putting baby in a corner.” {Gag…Groan}

A post on Twitter by the great speaker and author, Billy Cox, quoted former General Electric Chairman and CEO, Jack Welch as saying:

“Nothing of any importance has ever been accomplished by a pessimist.”

To me, this rings true. After all, by their very nature, they tend not to accomplish but rather stay personally stationary and even stifle the creativity of others.

Of course, that’s not necessarily always bad. There are certainly times that pessimists have kept optimists from advancing ideas that would have failed…or at least causing the optimist to slow down long enough to reconsider and improve certain actions. Or, just be a welcome sounding board.

It’s well-known that Roy Disney very effectively served in this capacity to his brother, Walt. And, on a much smaller level, I used to personally run some of my potentially hair-brained ideas past a very wise pessimist I knew. If he thought it was a good idea, then I pretty much knew it was! LOL

So, sure; pessimists have their place in providing “that other side” and keeping the overly-optimistic creatives from doing counter-productive things.

But, let’s take Mr. Welch’s above statement and put it in question form:

Is anything of importance ever actually accomplished or “created” by a pessimist?

Personally, I can’t think of any examples. Not one.

Can you? Please share your examples of such (if any) and your thoughts. I’m optimistic… that this could be an interesting discussion.

My friend, Joe Calloway, acclaimed business speaker and author of several books, including the newly-released, Be The Best At What Matters Most, is not one who puts a high-price on being imaginative, innovative and unique…simply for the sake of being imaginative, innovative and unique.

Early in his book, he writes:

“Your goal should be to be so good at the basics that you are cutting edge…Note that I’m not talking about just being good. I’m talking about being *so* good at the basics that you are extraordinary. I’m talking about not just being competitive but actually *winning* on the basics. Here’s the reality: If you win on the basics, you win it all.”  

The above reminded me of the Superbowl Champion, Green Bay Packers of the 1960′s. Coached by the Legendary Vince Lombardi, they had a play called the Power Sweep. It was a very elementary play, about as fundamental and “easy to read” as a play could be. Yet, despite knowing the play was coming, the opposing defenses were powerless to stop it.

I used to love watching replays of it because it was simply the basic fundamentals of blocking and teamwork so excellently performed…it was, well, “cutting edge.”

As Joe says (paraphrased): people constantly talk about doing things “outside the box” when, in reality, the game (or, the business) is won “inside the box.”

Whether a power sweep or providing excellence to your customers on an ongoing, consistent basis, how do you win your games…inside the box? I’d love to know.

{Note from Bob: Joe’s book is magnificent. I harvested nuggets of gold to apply to my own business right from the beginning and all the way through to the end. HIGHLY recommend!}