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“While we were once perceived as simply providing services, selling products, and employing people, business now shares in much of the responsibility for our global quality of life. Successful companies will handle this heightened sense of responsibility quite naturally, if not always immediately. I see a future in which the institutions with the most influence by and large will be businesses.” These are the words of the late Robert Goizueta, chairman of the Coca‐Cola Company. They were quoted in an article by Theo Lippman Jr in The Baltimore Sun on July 5, 1998. This quote and the remaining article triggered my thinking about the need to bring this strategic concern to the fore in Strategy & Leadership.