I just read the book “The Responsibility Revolution: How the Next Generation of Businesses Will Win” and would like to start by saying that the work that Jeffrey Hollender is doing to change the world, for better, is an inspiration to me.

As for the book that, I advocate as mandatory reading, for all those who believe that we only can change the world when we create economic and social value (the Constructive capitalism), is almost a manual on how we can, assume our responsibility and, implement concrete changes.

Presented cases of organizations as diverse as Nike, Wal-Mart, Novo Nordisk, IBM, Marks & Spencer, Linden Labs (best known for Second Life), E-bay, Patagonia and Timberland, help us understand the difference between corporate responsibility as a marketing tool from responsibility as strategy, as well as, that we can be an organization of constructive capitalism, whether we are recently born as an organization, either already have some path.

Now let's take a look at one of the Do-it-yourself lists, available in the book:

1. Ask a large swath of your company's associates (or if possible, the whole community): what does the world most need that we can uniquely provide?

2. Unearth “the” company's essence, or core identity, by identifying its purpose, work process, and values.

3. Conduct cross-departmental meetings to openly and honestly confront two questions:

- Where are, our actions out of alignment with our values?

- What can we do to ensure greater alignment?

4. Follow-up meetings, should focus on two additional challenges:

- What principles should guide how we work together?

- What are we unwilling to be transparent about ? Why?

5. Answers to the above questions, will help frame the thinking for this final question:

- What's our “specific business case” for forging a more responsible and sustainable company?