In Good to Great, author Jim Collins shows how the most successful companies are the ones that strive for more than financial success, as they’re motivated by higher values.

But how is it exactly that values could create a successful company?

One of my favourite quotes from conscious leader John Mackey is this:

“Just as people cannot live without eating, so a business cannot live without profits. But most people don’t live to eat, and neither must businesses live just to make profits.”

Conscious Business has its roots in the 1960s, when the theory of the theory of Corporate Social Responsibility (CSR) was first put forward:

“That companies are responsible for their impact on the communities and environments in which they operate. That they ought to be guided not just by profits, but by values and principles.”

That led to the idea of the Triple Bottom Line – when it’s not just about Profit, but also about People and Planet.

The rise of conscious business has coincided with the rise of mindfulness and awareness in Western Society. Since the 1960s in particular, people have become more aware of their impact on the world, more aware of what’s happening to the planet and in other countries, and more aware that mindset – consciousness – defines our reality.

Conscious leaders believe there is no “I” in team. They energise, educate, and empower their teams around the company’s higher purpose and look to create value for all stakeholders. They purposefully cultivate the company’s culture around a long-term vision that benefits all. A conscious business is a positive instrument of positive change and the best way to foster and grow a business in today’s interconnected and aware world.

As the business landscape evolves and businesses are becoming more connected and more visible, it’s becoming more fashionable to be a conscious business. Many successful businesses today are much more aware of how their business operations impact everyone they interact with – from employees to their supply chain, how they’re perceived and who they associate with.

As a leader, you have an opportunity to inject your business with a sense of meaning that resonates with your audiences and extends beyond product, paycheck, and profit. It will help you attract, retain, and motivate employees, position and differentiate your company in the minds of your customers, and open doors to new relationships with other businesses.

The bottom line is clear: You don’t need to sell out to be successful. You don’t need to drop out to be happy. When you do business consciously you manifest your true self and inspire everyone else to realize his or her own true nature.