Two brothers were put in charge of separate villages located close to one another. Both brothers were highly ambitious and hardworking, unfortunately the elder lacked foresight and patience. Both brothers wanted to see their village flourish. The elder brother, in his quest to acquire energy, had the villagers cut down half the forest. Soon they had enough wood and energy to partake in numerous business activities. Money flowed in and the people prospered.

The younger brother ordered his people to recycle waste, to make compost and bio gas. They were told to work hard in the fields and plant more crops. The people were content.  They did not have in abundance but they had enough.

Over time more and more people came to the elder brother’s village to be a part of his success. Unfortunately the village had run out of trees to cut. The air was polluted and the land barren. The money dried up and the people became depressed and angry. The younger brother’s village, on the other hand, continued its sure and steady progress. The people went from being content, to being happy and never had any cause to complain. One day the elder brother asked his younger sibling the secret of his success. He replied “I never earn only for profit. I earn for the planet and its people as well.”

Today success cannot be measured solely in monetary terms. Conscious Business principles teach us, the importance of having a clean environment and a populous of satisfied, happy people. These people will work harder and live longer to partake in business activities, thus ensuring that everyone gets  what they want, If not in abundance in sufficiency at least. The success of a business today is measured by its business values and impact on the environment along with profit.