Capitalism has been built on the belief that, irrespective of the intention of company owners, the rules of free market turn those intentions on common good. That was Adam Smith’s predicament when he postulated the theory of the invisible hand. However, looking at the collateral effects of putting greed on the driver’s seat of businesses, it looks like Adam Smith’s hand was not just invisible, it was also blind. The XXI century, however, is witnessing the rise of a completely new way of understanding business. In his recent annual letter to CEOs, BlackRock CEO Larry Fink made the stunning claim that climate change has brought us to “the edge of a fundamental reshaping of finance” and “in the near future a significant reallocation of capital.” BlackRock has committed to “place sustainability at the center of its investment approach.” Just a few months before, the Business Roundtable released a Statement on the Purpose of a Corporation signed by 181 top American CEOs who commit to lead their companies for the benefit of all stakeholders – customers, employees, suppliers, communities and shareholders. In this session, we’ll discuss how purpose is a much more powerful source of long term competitive advantage than profit maximization and how your company can still join the bandwagon of happy and high performing companies that will make it to the XXII century.