Origin Story
The
Book
Early Adopters
The Movement
In 2013, the book 'Conscious Capitalism: Liberating the Heroic Spirit of Business' introduced a bold idea: that business, when rooted in purpose, can be a powerful force for good and not just a vehicle for profit. Co-authored by John Mackey, CEO of Whole Foods Market, the book shared the model that helped his company thrive in a fiercely competitive marketplace. The story inspired countless business leaders to rethink how they ran their organizations. While acknowledging the importance of profitability, the authors introduced a transformative approach—one that amplifies success through the integration of four core tenets: 1) A higher purpose beyond profit 2) A stakeholder orientation that serves all, not just shareholders 3) Conscious leadership that empowers others 4) A values-based, purpose-driven culture
The impact of the book quickly sparked a movement, beginning with the formation of Conscious Capitalism Inc. (CCI), a nonprofit committed to spreading the principles of Conscious Capitalism and helping businesses apply them in practice. Soon after, local chapters began forming to bring the movement to life in communities around the world.
In Phoenix, Scott and Kyle McIntosh, founders of MAC6 (a collaborative workspace business), launched Conscious Capitalism Arizona (CCAZ), the third official chapter globally. CCAZ was established as a nonprofit membership organization with the goal of building a local community of conscious leaders dedicated to learning and implementing conscious business practices into their organizations. Over the years, CCAZ attracted many passionate supporters, particularly from the consulting world. We hosted dozens of educational events, provided training for Conscious Capitalism ambassadors, and built a vibrant network of like-minded individuals. While we made a meaningful impact, we realized our reach into the broader business community wasn’t as deep as we had hoped. At the same time, CCI was evolving its own structure and redefining the role of local chapters. Recognizing the need for a more flexible approach to meet the needs of our market, CCAZ made the decision to part ways with CCI and chart our own course.
A New Approach
A New Approach with the Same Heart
And so, Better Business Better Lives (BBBL) was born with a revitalized approach in how to reach more business leaders to help them achieve greater success and create better lives for all.
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While we continue to embrace the foundational principles of Conscious Capitalism, BBBL has shifted its focus to experiential learning—where behavioral change is practiced, shared, and measured.
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To expand our impact, we now deliver our programming through Affiliated Partnerships with established, business-focused organizations—such as advocacy groups, educational institutions, and aligned companies. We provide content, facilitation, and thought leadership so their members can grow together as they explore how to build better businesses and improve outcomes for all stakeholders.
What hasn’t changed is the heart of the organization: our passionate team of volunteers who live and breathe these concepts every day. They remain the driving force behind our effort to “elevate humanity through business” and “elevate business through humanity.”
