The old story of profit first needs to be replaced. What we need is a new story of purpose first. The old triple bottom line of profit, people, planet has taken many of us far. Now we need a new triple bottom line of planet, people, profit because if we have no planet, no people, and no people, no profit. In order for companies to accumulate wealth, they must not only share the wealth but also ultimately recognize the role of all parties in the co-creation of that wealth.