Contents
INTRODUCTION 
The Cost of Ignoring the New Rules of Real Value Creation
Rule #1: Reputation, Trust, and Other Intangibles Drive Business Value
CHAPTER TWO The Question of Business Purpose
Rule #2: Businesses Serve Many Objectives beyond Shareholder Value
CHAPTER THREE Responsibility Redefined
Rule #3: Corporate Responsibility Is Defined Far outside the Business Gates
CHAPTER FOUR The Voice of the Employee
Rule #4: Employees Give Voice to Risk and Competitive Advantage
CHAPTER FIVE When Capital Is No Longer Scarce
Rule #5: Culture Is King and Talent Rules
CHAPTER SIX When the System Is at Risk
CHAPTER SEVEN The Road Ahead: The Design of Incentives to Unlock Real Value
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