Insight

Best Intentions
Three rules can guide philanthropic companies that seek a profitable path toward a better world.

"We must become a good company," the chief executive declares, having just returned from a conference featuring the philanthropic Google Guys, co-founders Sergey Brin and Larry Page. "And I don't just mean good in the business sense; I mean good in the 'Don't be evil' sense. You know about the One Percent Rule? One percent of profits, 1 percent of equity, and 1 percent of employees' time allocated to doing good. That's what they do at Google — so we are going to do 2 percent!" continue