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Richard Bransons latest book

I am only a few pages into Richard's latest book and it is really interesting reading. The basic premise is that corporations should have a social conscience.

Interestingly this was the complaint of Michael Moore's movie about corporations back in the 90s. By designing corporations so that they could outlive individual shareholders and directors the idea was to give a company a multiple generational value to a family and allow the value to easily transfer from owner to owner as stock was bought and sold.

But giving a corporation the rights of an individual without the moral accountability that the law expects of a real person allowed directors to make decisions that were purely profit driven and devoid of normal social accountabilities. Branson reasons that corporate social and environmental accountability are the only viable long term approach to business.

It really is an upbeat and positive message and worth a look.
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