Adrian de Groot Ruiz is the Executive Director of the Impact Institute in The Netherlands, where he leads the development of the Integrated Profit & Loss accounting method and technologies. He is also the Co-Founder and Director of True Price, a social enterprise with a mission to realize that all products are sustainable and free of external costs. Adrian joins to discuss his motivation for founding True Price, his work towards developing an impact economy, and vision of accounting for social and environmental externalities to make the world a better place.