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Ten years ago, I was at a crossroads. I had developed a lucrative skill set
in finance, strategy, and business development...
Brandon Peele is the Founder of The EVR1
Institute (http://EVR1.co), where he helps people,
groups and corporations find, ...
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The Purpose-Driven Business Roadmap (The 4th Wave of Capitalism) by Brandon Peele

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Discover how purpose is remaking capitalism. All you need to do is find your purpose (http://evr1.co), and build a business from it (http://P4course.com).

Published in: Leadership & Management
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The Purpose-Driven Business Roadmap (The 4th Wave of Capitalism) by Brandon Peele

  1. 1. Ten years ago, I was at a crossroads. I had developed a lucrative skill set in finance, strategy, and business development, earned an Ivy League MBA, and was poised to become a world-beating executive. However, I had also begun an exploration into the nature of reality via the lenses of physics, psychology, ecology, and our wisdom traditions. I wanted to understand how best practices for human life intersected with economics and how my life could include both. THE FOURTH WAVE OF CAPITALISM BY BRANDON PEELE I was most struck by the conclusions of unity arrived at in atmospheric sciences made us interdependent; Big History gave us a shared genesis story that Wikipedia continues to record; Ken Wilber’s integral philosophy unites matter, ideas, individuals, and collectives; neuroscience gave us a social brain and empathy neurons; and economics wrapped our plan- et in a tight web of trade and currency policy. We no longer had to take mystics like Rumi and Whitman at their word. on the verge of full realization of this oneness, with one major holdout - business. I found that our economy rewarded outcomes (long hours, low wages, ecocide, ROI) antithetical to the now evident access to organic food, clean air and water, healthcare and liberal arts education, leisure time for community, art, civic children now qualify for school lunches), versus the ecolo- versus women (earning $0.80 for every dollar a man earns), versus African Americans (earning $0.59 for every dollar a white person earns), and versus science itself (climate change denial). When confronted with this reality, I suddenly felt shame for being a businessperson. Was I on the wrong side of history? However, it would be history itself that would make this business-versus-reality war make sense, too. I needed to include the vector of time to appreciate how capitalism is ac- tually improving, inching ever closer to reconciling itself with Over the last 400 years, humanity has been transformed by three waves of capitalism. Currently we are experiencing the fourth wave: purpose. Each wave incorporates more unity, accounting for more types of capital and more of our best ital), and ecology (accounting for ecological capital). The pur- pose wave (accounting for authenticity) includes the previous waves, and ushers in a new, more personal economic model. THE FIRST WAVE: FREE ENTERPRISE transforming humanity into a web of capitalist democracies. tive culture and the belief that free enterprise can and should disrupt antiquated power structures. THE SECOND AND THIRD WAVES: LABOR & ECOLOGY The next two waves addressed capitalism’s major faults, (the Green movement, 1910 to present). The lasting gifts of the second wave are collective bargaining, worker-owned co- laws, and anti-discrimination laws. The lasting gifts of the third wave are conservation, renewable energy, sustainabil- ity, climate change diplomacy, ecological accounting, green businesses, and government agencies that regulate pollution. THE IMPERFECT STORM These three waves are still crashing, still transforming our Bolivia), then nature (e.g., in Brazil). Each country yearns for about in the storm of these cross-currents. America, for example, is still enmeshed in second-wave struggles as it underpays women and minorities, as the mid- dle class evaporates, and as unemployment and wage slavery persist. America is also engaged in third wave struggles at home and abroad over climate change, fracking, depleted soil pollution, and mass extinctions - realities that threaten the foundation upon which capitalism and all of humanity depend. And yet we feel another wave crashing on our shores. LEADERSHIP SUMMER 15 | 109
  2. 2. Brandon Peele is the Founder of The EVR1 Institute (http://EVR1.co), where he helps people, groups and corporations find, live, and profit from their purpose. The EVR1 Institute recently launched a global purpose activation project, PlanetPurpose.org, to deliver free education and tools to answer the question,”What is my life’s purpose?” To celebrate August, Global Purpose Month, please explore The 21-Day Purpose Challenge, a global purpose discovery program and online community committed to finding, living and profiting from their life’s purpose. www.planetpurpose.org 1 2 3 A business that is the bridge be- tween one’s soul and the world, rendering the words “work” and “retirement” meaningless. A holistic, generative, and soul-centric enterprise - in relationship to all of humanity, the unborn, and biodiversity. A business that if not created, would make the life of the entrepreneur not worth living. THE FOURTH WAVE: PURPOSE-DRIVEN ENTERPRISES capitalism - the failure to account for authenticity and pur- pose and for humanity’s creative and psychological capital. The fourth wave is the transacting of business on the basis of authenticity, the creation of sustainable, equitable, and prof- itable Purpose-Driven Enterprises (PDEs), thus honoring the personally meaningful. DEFINITION OF A PURPOSE-DRIVEN ENTERPRISE: A PDE begins with the purpose of the founders, who treat their business as spiritual practice and, in so doing, treat their customers, employees, nature, and partners as gods. Increasingly, people are choosing to do business on the basis of purpose and authenticity, of soul resonance, and of a Edelman, creator of the goodpurpose project, declares that “purpose is the new paradigm.” The purpose economy is not comprised of old businesses Komen pink-washing natural gas fracking), but businesses that share a common genesis story - the sacred purpose of 1956). Patagonia is the soulful expression of its founder, Yvon Chouinard, to create great gear for its customers while marching forward to increase human dignity (see his book, plants (traceable goose down). Numerous other PDEs include Clif Bar and New Belgium Brewing, as well as the up-swell in small-scale PDEs and worker-owned cooperatives crafting local, sustainable goods and services. Yet this wave is only beginning, as Gallup’s devoid of purpose and meaning. In the long run, a PDE is the only enjoyable way of doing business and having a long-term competitive advantage, what marketers have historically called the “brand of you,” allowing each of us to give away our greatest gifts and to be fully self-expressed, engaged, and creative at work. HOW TO SURF THE WAVE To surf this purpose wave as consumers, investors, and employees, we should choose companies that are driven by purpose. As entrepreneurs, we should: 1.) Embark upon purpose discovery work by reading and getting coached through the exercises in “True Purpose” by Tim Kelley, an MIT-educated former Silicon Valley executive approach, please check out Rick Warren’s “Purpose-Driven Life,” or for a more Eastern approach, Rod Stryker’s “Four Desires.” 2.) Develop a broad contextual understanding of psychology and ecology and economics so that your PDE includes, 3.) Build a community of purpose-driven, high-integrity peers whose goal is to support you in living truthfully, fully, and on purpose, and cultivate networks of other purpose- driven entrepreneurs via Bioneers and Net Impact. If you choose this path of purpose, you not only open yourself become a leader in the evolution of our species, reconcil- ing business with the unity embedded in our sciences and Your career will become an authentic, cogent, and inspiring answer to the question your grandchildren are sure to ask: “How did you live truthfully and create a more equitable, sustainable, and peaceful human presence?” LEADERSHIP 110 | SUMMER 2015

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