Bill discusses how businesses can reshape and advance their sustainability & csr programs by focusing on profit AND social responsibility. Existing paradigms like the triple bottom line and even newer business models like for-profit social enterprises, according to Bill, further support this cognitive split that businesses can't be good. Various examples of strategic approaches that go from philanthropy (cost-driven) to core business (profit-driven) are given, including Danone, Allsup, and others. Sources of competitive ANDvantage like market development and product innovation are also explained. There is a better path.