The Breakthrough Challenge: 10 Ways to Connect Today's Profits With Tomorrow's Bottom Line

Preface

Call it serendipity. We first met outside Geneva, at a small roundtable convened by Sir Richard Branson's foundation, Virgin Unite. The session explored early concepts for breakthrough capitalism¹ and for what ultimately would evolve into The B Team, a new grouping of CEOs and other leaders from the private, public, and citizen sectors. All those involved are dedicated to changing the rules not just of business but also of markets and, ultimately, of capitalism. The goal: a sustainable market economy. The proposed solution: Plan B, outlined in more detail in Chapter One.

The idea of pulling some of this together into a book came a couple of months later, as we explored converging interests. Back in 1994, John had coined the term “triple ...