The burgeoning array of literature on ethical behaviour tends to focus on what's happening at the extremes - either owner managers of start-ups built around a strong moral crusade, or large corporations undergoing change due to the personal epiphany of a forward-thinking CEO. This book, however, is directed at the middle ground - individuals who want their companies to adopt more thoughtful practices, but don't know where to start. The 50 ideas and techniques provide direction to help society and the planet, whilst still preserving the traditional bottom line - proving that doing good and making money are not incompatible.