Recently, we asked our visionaries to answer the following question:

Q:In the midst of current economic uncertainties, how do we cultivate a conscious business that not only survives, but thrives?

We wanted to know how to best respond to the financial shifts now occurring—and if it's possible to face these changes as an unlikely opportunity to strengthen our deepest principles and purpose. Here's what they said:

A:
John Mackey is cofounder and CEO of Whole Foods Market, a $4.7 billion Fortune 500 company, and a "Fortune 100 Best Companies to Work For" every year since 1998. Whole Foods is one of the top 12 supermarket companies in America and the world's largest natural foods retail chain. He was named the Ernst and Young Entrepreneur of the Year in 2003. Mr. Mackey is a strong believer in free market principles and empowerment management, and cofounded FLOW with Michael Strong to promote an integrated vision of entrepreneurship directed toward social good.

A: Martin Luther King, Jr., said “The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy.” The measure of a conscious capitalist and conscious business is how they conduct themselves in times of uncertainty and adversity. CEOs like John Mackey of Whole Foods Market, Kip Tindell of the Container Store, Sally Jewell of REI, and Chip Conley of Joie de Vivre, incorporate deep consideration of all of their stakeholders when they make difficult decisions—such as cutting costs. This orientation fosters creative solutions that reinforce integrity and deepen relationships, even under the most challenging circumstances.

Jeff Klein is founder and CEO of Cause Alliance Marketing, a marketing and sponsorship agency producing collaborative cause-related marketing programs that address social issues while addressing the marketing, sales, business development, and social positioning objectives of alliance partners. Jeff is executive director and chief activation officer of FLOW—a nonprofit dedicated to “liberating the entrepreneurial spirit for good” cofounded by John Mackey, CEO of Whole Foods Market, and educational entrepreneur Michael Strong. Through FLOW, Jeff is facilitating three alliances and related programs—Conscious Business™, Peace Through Commerce®, and Accelerating Women Entrepreneurs™. He helped to build Private Music, the career of Yanni, Spinning, Seeds of Change, and ChiRunning, and has consulted for the Esalen Institute of Noetic Sciences, and more. For more information, please visit workingforgood.com.

A: The question presupposes that we would do it any differently than we would in the midst of...what, economic certainty? Reality is impermanent and uncertain through and through. There are times when we can disregard that obnoxious fact without much consequence. When I get tapped in the shoulder, or slapped in the pockets, by a not-so-gentle reminder, I ask myself, “How can I respond to this circumstance in a way that expresses my core values of love and freedom?” I wish I could remember to ask myself this question every moment of my life.

Fred Kofman has been awarded “Teacher of the Year” distinctions by the University of California and the Massachusetts Institute of Technology (M.I.T.). He awakens people to act with greater responsibility, integrity, and courage; his ideas combine philosophical depth with practical applicability. He has created and taught programs in leadership, personal mastery, team learning, organizational effectiveness, and coaching for more than 15,000 participants. His clients include leaders such as Microsoft, Shell, Yahoo!, and General Motors.

A: During boom times, even a conscious business is dazzled by growth. Tough economic times invite us to look beyond external success and into the pure consciousness of our business. What is the soul of this company? If we ceased to exist, would our customers really care? Were we true to our purpose, or in the good times, did we wander away? How committed are our employees? Finally, are we willing to let go of what no longer serves us? It is said that recession gives business an excuse to do what should have been done long ago. For conscious business that does not mean wholesale layoffs, but wholesome reflection.

Patricia Aburdene is one of the world's leading social forecasters and co-author of four Megatrends books with John Naisbitt—including the New York Times bestseller Megatrends 2000. She is a highly respected speaker and lectures around the world about global trends.

A:
Peter Senge, PhD, is a senior lecturer at M.I.T. Sloan School of Management; founding chairperson of the SoL (Society for Organizational Learning), a global network of individuals and organizations working together for systemic change; the author of the widely acclaimed The Fifth Discipline; and co-author of Presence: Human Purpose and the Field of the Future. He teaches the principles of conscious learning to organizations and individuals internationally.

A: In my view, cultivating a conscious, successful business that is sustainable over time requires the owners to first grasp the fundamental truth that business is about people. Without people there is no business—just brick, mortar and funny looking equipment. They must then understand that people are relational beings.

The key is to build healthy relationships with the business stakeholders— customers, employees, owners, suppliers, vendors, etc. Building healthy relationships requires identifying and meeting people's legitimate needs—not wants, but needs. Customers need a quality product, on time, at a reasonable price. Employees need respect, appreciation, fair wages, a healthy working environment, etc. The owners need a fair return on their investment, etc. The key to building a healthy, sustainable business is the willingness to be the servant to all. Not the slave—rather the servant: Identifying and meeting the legitimate needs of others so that everyone prospers.

James C. Hunter is head of J.D. Hunter Associates, LLC, and author of The Servant (more than a million copies sold and bestseller in Brazil, Mexico, and Taiwan) and The World's Most Powerful Leadership Principle. He is a highly sought-after speaker whose clients include American Express, Nestle, Proctor & Gamble, and many of the world's most admired businesses.

A: Conscious capitalism requires a shift from economics of scarcity to one of abundance. Business can lead the way by internalizing more costs, stop seducing customers by promising what we cannot deliver, and making a social purpose a central part of why we exist.

Peter Block is a cofounder of the New School for Managing and founding partner of the training firm Designed Learning, Inc. For more than 25 years, he has consulted to businesses, schools, and governments worldwide, helping to change and improve the way organizations work. He is the author of the bestselling business books The Empowered Manager, Flawless Consulting, and Stewardship.

A: Conscious capitalism is built on three ongoing initiatives in any enterprise: integrity, vision, and intuition. The foundation is integrity; within a culture of honesty and responsibility, vision and intuition can produce a limitless flow of creativity.

Gay Hendricks received his PhD in psychology from Stanford in 1974, and taught in the school of education at the University of Colorado, retiring after 20 years of service. He is the founder of two organizations including The Hendricks Institute and the Foundation for 21st-Century Leadership. Dr. Hendricks is the author of more than 20 books, including the national bestsellers Conscious Living and The Corporate Mystic.