Complete Commitment to Social Purpose Leads to Big Profits

Key Takeaway: Complete commitment to social purpose can result in extreme profitability due to the ‘obliquity principle’.

The ‘Obliquity Principle’: Explains that complex goals are best achieved indirectly.  In business this translates to customers and employees feeling cared for, and caring for a business as a result. 

How one company (Eisai) achieved profit with complete social commitment:

1. Shareholders voted to replace profit-maximation with social purpose in their by-laws 

2. Eisai gives free drugs to WHO

3. Company maintains a market cap of $16.3B and 10,000 employees.

BRINK | Is Creating Social Value the Best Profit Strategy?