The Moral Responsibility of Enterprise: Credo 2021

Most of us spend the best parts of our waking hours in a business with 1 to 100,001 fellow employees. Business, therefore, is not "part of the community." Business is the community. Hence, the "first order of business" for any enterprise is its ongoing moral responsibility to all of those who make its success possible: employees, in terms of their personal growth, and social equity as regards gender and race. This also includes the communities in which its employees lives as well as the larger communities where the enterprise does business: city, state, country, planet.

And as to output—what business delivers to its employees, its communities, and its customers—it holds a sacred obligation to create products and services that, as Jony Ive (Apple's former design leader), says, "serve humanity first."

Regarding traditional business goals, such as unwavering commitment to excellence and to people and community are the only repeatedly proven long-term drivers of exceptional growth and profitability. Looking down the road, developing the full potential of its people and providing products and services that inspire offer the best chance we have to continue to provide enlightened and humane contributions that the looming artificial intelligence tsunami cannot take away from us.