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From Publishers Weekly
In this what's-next business manifesto, "social entrepreneurs" Elkington and Hartigan run with a quote from playwright George Bernard Shaw: "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man." Using that thesis, the authors argue that the best place to find tomorrow's revolutionary business models is on the unpredictable fringes of the mainstream market. There, they find cases like Jack Sim and his Singapore-based World Toilet Organization, who have ingeniously improved living conditions worldwide (and goosed profits) by, among other schemes, convincing governments and corporations to compete for cleanest public restroom honors. The heart of the book are the case studies, of both for-profit and nonprofit social organizations (many of them in Asian and Indian countries), which are mined for ideas and theories regarding their impact on global markets and local communities. Elkington (The Chrysalis Economy) and Hartigan also give nods to such well-known enterprises as Whole Foods, One Laptop Per Child, and Band Aid, Live Aid and Live 8. Written with a business-magazine style, Elkington and Hartigan's eye-opening work and noble intent-bridging business acumen and social awareness-make a convincing case for unconventional entrepreneurship.
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Review
Capitalism is a very mutable, flexible beast, and what we re seeing is social entrepreneurs addressing some of these social challenges in profoundly different ways than traditional nonprofit organizations, said John Elkington, co-author with Pamela Hartigan of The Power of Unreasonable People: How Social Entrepreneurs Create Markets that Change the World, a new book that was handed out last month to attendees at the World Economic Forum in Davos, Switzerland. --The New York Times, February 24, 2008

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