One of the enduring messages about business over the past several years has been the message that people, mission, vision—doing good for others—was more important in becoming great capitalistic companies than a concern for profits.
This message was formulated eloquently through two seminal books, Built to Last & Good to Great , and has grown recently to include the social sector through a monograph Good to Great & the Social Sector , as author Collins (2005) notes:
“That’s when it dawned on me: we need a new language. The critical distinction is not between business and social, but between great and good. We need to reject the naïve imposition of the “language of business” on the social sectors, and instead jointly embrace a language of greatness.
“That’s what our work is about: building a framework of greatness, articulating timeless principles that explain why some become great and others do not….
“Social sector leaders have embraced this distinction—the principles of greatness, as distinct from the practices of business—with remarkable ease.” (pp. 2-3)