The world of business is the world of traditional businesses— in our parlance, the world of Non-Social Enterprises, or NSEs. Much as we’d like it to not be so, you and we recognize that social enterprises, at least at this point in the evolution of economic systems, represent but a rounding error in the sum of all the commerce that is done in the United States, much less globally.

But even when we accept for the moment that not every business is out to change the world for the common good, it’s still fair to ask, Why aren’t more NSEs at least modestly socially responsible? The simple answer is that most businesses think it costs too much.

■ UNLOCKING THE SEVENTH PARADOXEliminate waste and focus on ...

Get Mission, Inc. now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.