It's always been tough to start a new business, even when the bottom line was just making a profit to stay alive. A few years ago, a second focus of sustainability (green") was added as a requirement for respectability. Now I often hear a third mandate of social responsibility. Entrepreneurs are now measured against the "triple bottom line" (TBL or 3BL) of people, planet, and profit. The real challenge with the triple bottom line is that these three separate accounts cannot be easily added up. It's difficult to measure the planet and people accounts in any quantifiable terms, compared to profits. How does any entrepreneur define the right balance, and then measure their performance against real metrics? Lots of people are trying to help. Current examples include the Conscious Capitalism movement led by John Mackey, The B Team, led by Sir Richard Branson, the 1% for the Planet organization, and the Benefit Corporation (B Corp) now available in 14 States. The reality is that you can't help people or the environment, or yourself, if you don't have any money. Businesses run by ethical people create value and prosperity based on voluntary exchange, while reducing poverty. The whole can be greater than the sum of the parts. The real opportunity for entrepreneurs is to provide solutions that solve a problem better than the competition, while also providing sustainability and social responsibility. Responsibility and integrity are still the key. A responsible entrepreneur promotes both loyalty and responsible consumption by educating consumers so they can make more informed decisions about their purchases, based on ecological footprints, and other sustainability criteria. That's a win-win business for the customer and the entrepreneur.