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Conscious Capitalism, With a New Preface by the Authors: Liberating the Heroic Spirit of Business by Bill George, Rajendra Sisodia, John Mackey

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CHAPTER 5
Loyal, Trusting Customers

The purpose of every business ultimately revolves around creating value for customers. As the great management thinker Peter Drucker said, “There is only one valid definition of business purpose: to create a customer.”1 Most conscious businesses consider either their customers or their team members their most important stakeholder, but whichever one they consider their highest priority, the other is almost always a close second. Doug Rauch, former president of Trader Joe’s, views team members and customers “as two wings of a bird: you need both of them to fly. They go together—if you take care of your crew ...

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