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1. LEADING PERSPECTIVES™
MEGATRENDS 2010
The Rise of Conscious Capitalism
by Patricia Aburdene
OVERVIEW
The central theme in this book is the discernable trend away from shareholder value being the
only measure of business success to one that embraces multiple stakeholders, including the
shareholder, but also employees, consumers, suppliers and communities. Patricia Aburdene,
co-author with John Naisbitt of several earlier megatrend books, argues that the social
transformation she has been tracking is a result of the intersection of economic necessity and new
values.
The key ingredient in those new values is the influence of the transcendent in our personal lives
that many want to bring into the workplace. Aburdene chronicles many examples of how
capitalism is striving for a more holistic version of itself driven by the people within these
organizations who no longer want to live divided lives. She states that sometime in the 1990s,
personal spirituality hit the ‘tipping point’ making it the greatest megatrend of our era.
KEY PRINCIPLE
Spirituality: That the influence of this dimension on our lives is clearly on the rise and is a trend
that can really change things.
OTHER KEY POINTS OR PERSPECTIVES
That the cornerstone of effective leadership is self-mastery and the surest route to self-
mastery is through a personal, spiritual practice.
That the inner world of ideals, truths and beliefs, essentially our values, shape our actions
and play a crucial role in change.
That the capacity to create a culture where people outperform their competitors comes
from leadership that is passionate and creative, yet still generates results.
That conscious capitalism – integrity, transparency and enlightened governance is
gaining momentum.
That creativity, innovation and inspiration come from deep within that spiritual part of
ourselves.
That spiritual questions ask people to discern what’s driving them and what their lives are
all about.
That conscious individuals transform organizations through relationships.
That the growing segment of society called “cultural creatives” value nature, authenticity,
spirituality, peace, relationships, social justice and social responsibility.
That doing well and doing good are not mutually exclusive.
That the soul of execution is commitment, not compliance.
That self-interest and greed are not the same thing, self-interest being a concern for one’s
well-being.

2. LEADING PRACTICES OR APPLICATIONS
Detach from the daily grind to reflect and reenergize, then put that energy to work on
something you are passionate about.
Listen for what people deeply love, then connect with that.
Be still…but then make the shift from being into doing; initiate the action that expresses
your values.
Institute a moment of silence in meetings.
Bring spirituality into your organization by getting clear on language.
You don’t have to talk about your spirituality on the job – “just do it.”
Become a shareholder activist; speak up
DEFINITIONS
Consciousness: the presence, awareness and willingness to observe the spirit that
animates humanity.
Spirituality: the attribute of God that dwells in humanity; that aspect of us that most
mirrors and desires to experience the Divine; more experiential then intellectual.
Religion: the formal, and often public, institution-based structure through which people
worship God. While the concepts of spirituality and religions are different, some people
can be both spiritual and religious.
Corporate Social Responsibility (CRS): a comprehensive set of polices, practices and
programs that earn financial success in ways that honor ethical values, and respect
people, communities and the natural environment.
Greed: excessive acquisitiveness and self-interest run amok.
QUESTIONS FOR DIALOGUE
Tell me your story: Who are you, where have you been and where are you going?
What will it take for business schools to embrace and teach a philosophy of conscious
capitalism?
How is it possible to bring together the sacred with the human world of business?
What does thinking from the heart mean to you?
With regard to changing organizational behavior, what are you willing to do? And how
will you do it?
CONCLUSION
Aburdene makes the case through research that conscious capitalism works because businesses
are essentially “systems” that perform better when all the organic parts are honored and work
together in an aligned fashion. She argues for “enlightened self-interest” that seeks meaningful
work and honors all stakeholders versus maximizing shareholder value only, and certainly
beyond the ego-driven greed of a few. The clear message of this book is that “people have the
power to heal capitalism and capitalism has the power to change the world.”
ABOUT THE AUTHOR
Patricia Aburdene is a world-renown speaker, author, and advocate of corporate
transformation. She is the co-author of the New York Times bestseller Megatrends 2000,
and also authored Re-inventing the Corporation and Megatrends for Women.
May 24, 2009
“Spirituality fosters character
development, love, compassion and a
sense of responsibility.”
Jay Sidhu