We tried to act in the belief that business could not possibly just be about making money if only because that would be soul-destroyingly boring. Business had to be about making the lives of people better and more fulfilled. People in any case always came first however you considered what you were trying to do in business. You had a fourfold responsibility to people: to shareholders, to employees, to customers, to the community of people in which business operated and found its meaning. Creating profit was vital but not just for its own sake but for good, everyday, ordinarily human, immediately flesh and blood, life-enhancing purposes.