In a 2020 Deloitte survey, 93% of CEOs advocated for businesses to make a positive impact beyond profits. Also, consumers favor companies contributing to society or the environment, as indicated by 83% in the same survey. Gallup's 2019 study revealed that employees aligned with their company's mission are six times more engaged and 22 times more likely to thrive in their roles. But "doing good" for companies is not easy...I have finally found a person who has done great research on “doing good”, somebody that has looked at the reasons on  why it is so tough to make it happen - my guest for this episode is Joshua Berry About my guest Joshua Berry Joshua Berry, the Managing Director and Co-Founder of Econic, recently launched his new book, Dare to Be Naive: How to Find Your True Self in a Noisy World. Dare to Be Naive: How to Find Your True Self in a Noisy World delves into the clash between leaders' aspirations to use business for societal good and the barriers hindering action. Inspired by the current tensions between business and society, Joshua explores this intersection. Find the freshly released book Dare to be Naive here: https://www.amazon.com/Dare-Be-Naive-Noisy-World/dp/1646871529  The Econic website: https://www.econic.co/  Joshua's website: https://joshuaberry.com/    What We Discussed in this Episode on How Companies Can Create Value and Make a Positive Impact: - Reframing Naivety: Redefining Its Role in Society - Balancing Naivety: Finding the Sweet Spot in Business - Patagonia's Purpose-Driven Journey: Unveiling Yvon Chouinard's Strategies - Self-Awareness in Business: Navigating the Good vs. Bad Paradigm - Breaking Barriers: Initiating Naivety Practice for Leaders - Anticipating Change: Common Mistakes in Business Transformation - Daily Habits for Business Change: Embracing a New Paradigm