In this book, Whole Foods Market cofounder and professor and Conscious Capitalism, Inc. cofounder argue for the inherent good of both business and capitalism. Featuring some of today's best-known companies, they illustrate how these two forces can, and do, work to create value for all stakeholders: including customers, employees, suppliers, investors, society, and the environment. These companies include Whole Foods Market, Southwest Airlines, Costco, Google, Patagonia, The Container Store, UPS, and dozens of others. We know them; we buy their products or use their services. Now it's time to better understand how these organizations use four specific tenets: higher purpose, stakeholder integration, conscious leadership, and conscious culture and management, to build strong businesses and help advance capitalism further toward realizing its highest potential. As leaders of this movement the authors argue that aspiring leaders and business builders need to continue on this path of transformation for the good of both business and society as a whole. This book advances both a bold defense and reimagining of capitalism and a blueprint for a new system for doing business grounded in a more evolved ethical consciousness. It provides a new lens for individuals and companies looking to build a more cooperative, human, and positive future.