For a Business, Should Making Money Be Incidental?

Humans are desire-driven machines: a business should help dissipate desires by satisfying them without exploiting you.

When something in our bodies grows too fast with no limit, we usually need a doctor. But when a business does it, we celebrate its success.

A business should not exist with the primary goal of maximizing profits, but to offer a public service. Making money should be incidental.

A few years back, I met Vicky—cook and owner of a small Greek restaurant in Chicago. Her food was not just delicious, but also affordable. In America, this combination still surprises me, so I asked her why.

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