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Shareholder capitalism is a business model fixed on shareholder value and profit maximization. In recent years, this model has been widely criticized. The COVID-19 crisis caused an extra stir when companies that have generated huge profits such as Booking.com asked for government support. A growing group of entrepreneurs is experimenting how to work differently. They believe the starting point of a business should be a social and sustainable mission, not a means to maximize economic gain. How do we make good money?