What’s more important to a business -- profit or purpose?

John Mackey says both. The controversial founder of Whole Foods (and author of the book Conscious Capitalism) built his empire by focusing on purpose...not just on profit. And the results speak for themselves.

While some argue that profit and increased shareholder value are an organization's only true purpose. In some narrowly functional sense that might be true.

But profits alone don't motivate people.

They want to feel like they're a part of something bigger than themselves. They want to feel as if their contribution matters. And it’s not just about “feels.” They are a part of something bigger. Their contributions do matter. Mackey thinks that being a conscious business is about ensuring that everyone connected with an enterprise understands that connection, and that this approach contributes to the wellbeing of everyone involved.

It just so happens that when employees make this connection, profit follows.

Profit and purpose become two sides of the same coin.