What if you are in the business of selling shoes online, and as a side-effect, your world-class customer service team ensure that the people who call your helpline hang up feeling better than they did when they called?
What if you are in the business of retailing sporting goods, and as a side-effect, your customers are a healthier and more active lot?
What if you are a chef and a restauranter whose cook books, help your audience discover the joy of cooking tasty and healthy meals at home?
It is inevitable that running a business at scale has side-effects. To run a business that makes the world better is to ensure that its side-effects are worth embracing and amplifying.