The concept of businesses purely chasing shareholder value is a relatively recent and flawed one; those that also have a social purpose stand out more, engender loyalty and focus on the long-term health of the business.

In 1968, the American conceptual artist Sol LeWitt began to sell the ideas for his art rather than the physical artwork. When an organization bought a LeWitt wall drawing, they received a certificate of authenticity, together with instructions on putting the piece together. LeWitt wouldn’t produce the art himself and so he clearly separated the finished product from the original animating idea that guided its production, summed up in the phrase: “The idea becomes the machine that makes the art.

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