3min chapter

On Brand with ALF & Rory Sutherland cover image

Who Gives a Crap? Simon Griffiths tells Rory why he does

On Brand with ALF & Rory Sutherland

CHAPTER

The Evolution of Ethical Consumption

Roger L. Martin says one way of actually practicing ethical capitalism is to slightly fight the Pareto distribution or to fight the winner takes all effect. He argues that if you're relatively indifferent between a very big brand and a smaller brand buying the smaller brand just levels the playing field a bit. Fun enough I wonder whether people instinctively understand this. There's a great bit of advice from Roger Martin.

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