The world faces a crisis. Band-aids and patchwork technical solutions are not enough to get us through. Overpopulation, global warming, the clash of cultures and an unsteady financial climate are just some of the causes. We do not face technical, economic or social problems: We face dilemmas, and dilemmas demand creative solutions. Let us think boldly and creatively about the dilemmas that we face, and a new society can be created: a society in which human beings, and not profit, are the central concern.

Let us rid ourselves of the myth that a corporation’s responsibility is simply to the stockholder. Let us see a corporation in an entirely new way: as a multidimensional whole, with making a profit but one of those dimensions. As a multidimensional whole, it is naturally creative and serves society, not just the stockholder.

Creativity, and the dilemmas arising in a work situation that call for creative solutions, are themes that run through this book.

With a new perception, a fundamental change of reasoning and behaviour is possible. A corporation is the product of society, one of the ways society operates. As such, it should not be owned by a few members of that society.