A company fueled by passion and purpose, while creating shared value by engaging with its stakeholders, is a “firm of endearment,” according to the authors of the book of the same name.

A firm of endearment, or purpose-driven company, aligns stakeholder interests with business strategy and acts in positive ways that stakeholders recognize, admire and, in many cases, love. The book, “Firms of Endearment,” outlines eight rules to create such a company — one that is not only successful, but has the real potential to change the world.

For companies that are not currently purpose-driven companies but aspire to be, these rules can serve as a guide to affecting powerful organizational — and sustainable — change.

Read the rest of the post on our GreenBiz Shift Happens column!