MY fascination with making for-profit organizations create more societal impact from just paying the right business taxes and employing people was seen when I wrote an article titled ”Revisiting the role of business in the society” in 2008 at the height of the Great Recession. This was the time when trust in the business sector plunged to historic lows in the Edelman trust barometer. The article was counter to the celebrated argument of the late Nobel economics laureate Milton Freidman, “The business of business is business.”