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Being Conscious (vs. Unconscious)

There are two books that are must reads if you are thinking about an approach or philosophy to starting, operating, conducting-- and just being in business. 

 One book that you'll read 2 or 3 times is Conscious Business by Fred Kofman. You'll want to read this many times and highlight most of it. 

 The other book that I am currently reading is Conscious Capitalism by John Mackey with Raj Sisodia. John Mackey is the Co-CEO of Whole Foods Market. He has a great interview on his philosophy of conducting business if reading involves time that you cannot afford to spare. (The link contains ~21 min. audio)

 If you believe that business is about profit maximization, then these books aren't for you-- or maybe they really are. If you are steadfast in your point of view (as taught and learned through many B-schools), then it's going to be a tough sell for these books to change your opinion. 

 There will always be a school of thought and students of that school that believe that being in business is all about the dollar bills. 

 But I think that this new generation brings with them crazy notions like values and higher purpose. All of which will makes it an exciting time to be in business or starting one.
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