My father was a World War II veteran, high school dropout and came back from the war with Yellow Fever. He was a delivery driver picking up and delivering cloth diapers before the invention of pampers. In March of 1960, he fell on a sheet of ice and fractured his ankle and broke his hip. The injury caused him to get fired. As I got older, I think I've always been sensitized to people living on the other side of the tracks.
You can make your social impact and your bottom line work hand-in-hand. But you'll have to be as creative and innovative about your company's values as you are about the business itself. Howard Schultz, chair and former CEO of Starbucks, not only changed how America wakes up, but set new standards for employee benefits. From offering college tuition to American employees to providing health care for employees' parents in China, Howard has always been one step ahead of the social impact curve.
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