‘Making money is a happiness. And that’s a great incentive. Making other people happy is a super-happiness.’

These are the words of Muhammad Yunus, the Nobel Peace Prize-winning Bangladeshi economist world-famous for starting the microfinance movement. That movement is just part of Yunus’s mission to ‘put poverty in the museums’. A charismatic visionary, as much at ease with global leaders as he is with the poorest of street beggars, Professor Yunus believes every person can play a part in reducing poverty. And they can do this not by writing out a cheque to a charity or through hard-headed capitalism, but by means of a model that lies somewhere between the two. He calls this model social business.

As Professor Yunus likes to explain it, social business isn’t just about helping the poor – it can also help to change us. When we put on ‘social business glasses’ we start looking at the world and thinking about it in new ways. We bring fresh insight to our conventional profit-maximising companies and become...

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