Jaron CollisCore ConceptA form of ethical capitalism. Business as a means of social improvement rather than maximising earnings.purposecareawarenessnon-exploitativetransparencypurpose"What is The point?" A cause ? the company's reason for being. Should inspires and motivate members of the business, helping to guide decisions the conduct of relationships. careBusiness behaviour prioritises quality of life over profit, with consideration for colleagues, customers, suppliers, and the resources you employ.awarenessAn understanding of your own purpose in life, your strengths and weaknesses, and the needs of others.non-exploitativeAvoid zero-sum games, everybody should benefit from business interactions. Implies ownership by employees rather than shareholders. transparencyDeal with others honestly and transparently, avoiding hidden agendas, polemics and spin. falsebusiness12003-08-05T21:23:51.829+01:002003-08-05T21:23:51.829+01:00Guardian on Ethical Businesshttp://www.guardian.co.uk/economicdispatch/story/0,12498,1012684,00.htmlAuthentic Business homepagehttp://www.authenticbusiness.co.uk