How many times have we watched aghast at the dishonest antics of someone forced to make a living by lying about a product (“I can assure you it certainly isn’t a timeshare”), or by selling something tacky to people who can’t afford it? Teachers can feel a little smug - not always justifiably - in this company, but we also know that there are people in the business world who are driven by the desire to feel good about their work and to gain reward from offering satisfaction.

This book is filled with the stories of business leaders like that, who work in an ethical, “soul-friendly” way and find that it doesn’t do their profits any harm either.