For us it came initially with a question about the purpose of business. As we explored social problems, our focus changed. For example in 2006, when stumbling over the problem of children being neglected in the name of profit.

Today I’m concerned about authenticity as our efforts are coopted for the rhetoric of think tanks and grandstanding businessmen.

https://medium.com/@peoplecentred/is-the-purposeful-company-re-inventing-the-wheel-8b85405f50f7