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Reframing Business Purpose
A Practical Ethical Framework for Profitable, Sustainable Innovation
A Practical Ethical Framework for Profitable, Sustainable Innovation
Ethical Framework
Our framework began with Dr. Amir Kahani’s book And God Creates Business First and is refined through the VSO (Value Strategic Optimization) model at Valorg.co. It flips the old “shareholders first” idea on its head:
Start with a contribution. Profit comes as a result of bringing more contribution to the entire value chain and the planet.
Build on UBC (Unique Business Contribution). Every action is judged by how it helps customers, employees, and society, not just the balance sheet.
What makes it different
- Cross-disciplinary power - We blend spiritual ethics, brain science, and value based selling and pricing so leaders see the real emotional and social impact of every decision, and their customers appreciate it.
- Flow-based execution - VSO uses short “flow plays” (inspired by martial arts)
that teams can master in minutes. - Trust you can measure – The Trust Cost Calculator™ shows the hidden price of lost trust and how to win it back.
Core Tools
The core tools of our methodology each serve a precise and powerful function across sales, product, and marketing operations:
- The VSO™ Playbooks are at the heart of everyday execution - they translate your company’s business contribution and ethical intent into consistent, repeatable habits that your teams can act on. It’s where strategy meets rhythm, building a culture of aligned action across departments.
- The BMF2 + UBC Pricing Engine ensures that your pricing not only makes sense but also feels right. It’s designed to set prices that protect your margins while reinforcing fairness, which in turn builds stronger customer loyalty and long-term trust.
- And the Trust Cost Calculator? That’s your reality check. It quantifies the financial impact of trust gaps inside your organization and with your customers, so you can identify what’s costing you and take corrective action fast.
