Creating a Business That Can Change the World by Marc Benioff and Karen Southwick

Last updated: Sep 6, 2023

Summary of Creating a Business That Can Change the World by Marc Benioff and Karen Southwick

Creating a Business That Can Change the World, written by Marc Benioff and Karen Southwick, is a comprehensive guide that explores the concept of conscious capitalism and how businesses can make a positive impact on society while still being profitable.

The book begins by discussing the personal journey of Marc Benioff, the founder of Salesforce, and how he developed his vision for a business that could change the world. He emphasizes the importance of aligning business goals with social and environmental values, and how this can lead to long-term success.

Benioff introduces the concept of the "1-1-1 model," which involves donating 1% of Salesforce's equity, 1% of its employees' time, and 1% of its products to charitable causes. He explains how this model has not only made a significant impact on various communities but has also helped Salesforce attract and retain top talent.

The book also delves into the importance of creating a strong company culture that values diversity, equality, and inclusion. Benioff shares his experiences in building a diverse workforce and the benefits it brings to the organization. He emphasizes the need for leaders to take a stand on social issues and use their platform to drive positive change.

Furthermore, the authors discuss the role of technology in driving social change. They highlight the power of cloud computing and how it can be leveraged to solve some of the world's most pressing problems. Benioff shares examples of how Salesforce has used its technology to support disaster relief efforts, improve education, and empower non-profit organizations.

The book also explores the concept of stakeholder capitalism, which involves considering the interests of all stakeholders, including employees, customers, partners, and the community. Benioff argues that businesses should prioritize the well-being of all stakeholders rather than solely focusing on maximizing shareholder value.

Throughout the book, Benioff and Southwick provide practical advice and actionable steps for entrepreneurs and business leaders who want to create a business that can change the world. They emphasize the importance of having a clear mission, setting ambitious goals, and continuously measuring and improving social impact.

In conclusion, Creating a Business That Can Change the World is a comprehensive guide that explores the concept of conscious capitalism and provides practical advice for entrepreneurs and business leaders. It emphasizes the importance of aligning business goals with social and environmental values, creating a strong company culture, leveraging technology for social change, and prioritizing the well-being of all stakeholders.

1. The Importance of Purpose

In their book, Benioff and Southwick emphasize the significance of having a clear purpose for your business. They argue that a strong sense of purpose not only motivates employees but also attracts customers and investors who align with your mission. Purpose-driven companies are more likely to succeed in the long run as they are able to create a positive impact on society while also generating profits.

Benioff, the founder of Salesforce, shares his own experience of building a purpose-driven company and how it has contributed to its success. He believes that businesses should prioritize making a difference in the world rather than solely focusing on financial gains. By aligning your business with a higher purpose, you can inspire your team, build a loyal customer base, and ultimately create a positive change in the world.

2. The Power of Giving Back

Another key takeaway from the book is the importance of giving back to the community. Benioff emphasizes the concept of "corporate philanthropy" and how it can be integrated into the core values of a business. He believes that businesses have a responsibility to give back and make a positive impact on society.

Benioff shares his own experiences of implementing philanthropic initiatives at Salesforce, such as the 1-1-1 model where the company donates 1% of its equity, 1% of its employees' time, and 1% of its products to charitable causes. He argues that by giving back, businesses can not only make a difference in the world but also create a sense of purpose and fulfillment for their employees. Additionally, customers are more likely to support businesses that are actively involved in philanthropy, leading to increased brand loyalty and reputation.

3. Embracing Equality and Diversity

Benioff and Southwick highlight the importance of embracing equality and diversity within a business. They argue that diverse teams are more innovative, creative, and better equipped to solve complex problems. By fostering an inclusive work environment, businesses can attract top talent from diverse backgrounds and perspectives.

The authors provide examples of how Salesforce has prioritized diversity and equality, such as implementing equal pay for equal work and creating programs to support underrepresented groups. They emphasize that businesses should not only focus on diversity in terms of gender and race but also in terms of age, sexual orientation, and disabilities. By embracing equality and diversity, businesses can create a more inclusive and productive work environment while also contributing to a more equitable society.

4. The Importance of Trust and Transparency

Trust and transparency are key elements for building successful businesses, according to Benioff and Southwick. They argue that businesses should prioritize building trust with their customers, employees, and stakeholders by being transparent in their actions and communications.

The authors provide examples of how Salesforce has built trust with its customers by being transparent about its data privacy and security practices. They also emphasize the importance of trust within the workplace, highlighting the need for open and honest communication between leaders and employees.

By prioritizing trust and transparency, businesses can build strong relationships with their stakeholders, leading to increased loyalty, customer satisfaction, and overall success.

5. The Role of Technology in Driving Change

Benioff and Southwick discuss the role of technology in driving positive change in the world. They argue that businesses should leverage technology to create innovative solutions to societal challenges.

The authors provide examples of how Salesforce has used technology to address issues such as climate change, education, and healthcare. They emphasize the importance of using technology for good and how businesses can make a positive impact by leveraging their resources and expertise.

By embracing technology and using it as a tool for change, businesses can not only drive innovation but also create scalable solutions that have a lasting impact on society.

6. The Need for Continuous Learning and Adaptation

Benioff and Southwick emphasize the importance of continuous learning and adaptation in the business world. They argue that businesses should be open to change and constantly seek opportunities for growth and improvement.

The authors provide examples of how Salesforce has adapted to changes in the market and industry, such as shifting from a software company to a cloud-based platform. They highlight the need for businesses to be agile and responsive to changing customer needs and market dynamics.

By embracing a culture of continuous learning and adaptation, businesses can stay ahead of the competition and remain relevant in a rapidly evolving business landscape.

7. The Power of Collaboration and Partnerships

Benioff and Southwick emphasize the power of collaboration and partnerships in driving positive change. They argue that businesses should seek opportunities to collaborate with other organizations, governments, and nonprofits to create collective impact.

The authors provide examples of how Salesforce has partnered with various organizations to address social and environmental challenges. They highlight the importance of shared goals and values in successful collaborations.

By leveraging the power of collaboration and partnerships, businesses can amplify their impact and create meaningful change that goes beyond what they could achieve alone.

8. The Role of Leadership in Creating Change

Benioff and Southwick emphasize the role of leadership in creating change within businesses. They argue that leaders should set the tone and lead by example when it comes to purpose-driven business practices.

The authors provide examples of how Benioff has demonstrated leadership in driving positive change at Salesforce, such as by implementing philanthropic initiatives and advocating for equality and diversity. They highlight the importance of leaders aligning their personal values with the values of the business.

By embodying purpose-driven leadership, businesses can inspire their employees, attract like-minded individuals, and create a culture that is focused on making a positive impact on the world.