Conscious Capitalism Inc. [is] an organization that came to public attention ... with the publication of a book with the same title and the controversial comments made by its author, Whole Foods Market CEO John Mackey. Not the capitalism that's been hijacked by the 'story-of-me,' " explained the organization's CEO, Doug Rauch. "It should be the story of us. "Us" as in employees, customers, investors, surrounding communities, the environment - also known as "stakeholders" - to whom business leaders owe an obligation over and above the bottom line and mere shareholder value. These are not new ideas - they've been expressed by a number of business leaders, including Nobel Peace Prize-winner Muhammad Yunus, founder of the microlending Grameen Bank ... and pushed by organizations like San Francisco's Business for Social Responsibility. Still, Conscious Capitalism - registered trademark - has rounded up a number of corporate chieftains in addition to Mackey, including those running Patagonia, The Container Store, Southwest Airlines, Motley Fool, Zappos, Herman Miller, Gibson Guitars and Nordstrom. POSCO, the giant South Korean steel company, is a major financial contributor. Up to now, the 6-year-old nonprofit has been operating mostly under the radar, but with a $1 million annual budget - funded by individual and corporate contributions and revenue from conferences - Conscious Capitalism appears ready to spread its wings.

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