Conscious Business: How to Build Value Through Values

Conscious Business is the first book I've read on an important subject I'd like to tackle as an author: How to move those in an organization from focusing on their selfish interests to concentrating on what creates the most good for the most people . . . with the least potential harm to any individual. I thought that Dr. Kofman did a good job in defining one path to creating mutual benefit in Conscious Business. If people in your organization seem to be emphasizing their own careers rather than the tasks that need doing, this book is a must-read for you! Let me agree with Dr. Kofman about his warning for readers: It's much easier to understand his principles than apply them. But with practice, you can do great things. Here are the goals he sets: "In the impersonal It dimension, the goal is to accomplish the organization's mission, enhancing its ability to continue doing so in the future, and delivering outstanding long-term returns to shareholders. In the interpersonal We dimension, the goal is to establish cooperative, trusting, and mutually respectful relationships, a community of shared purpose and values in which people feel they belong. In the personal I dimension, the goal is to live in a state of flow, feeling a transcendent happiness that comes from living in full integrity, with one's principles and ideals." As you can see from this quote, Dr. Kofman draws heavily from his interest in Buddhist tradition and other streams of spiritual beliefs that are outside of the Judeo-Christian tradition. The text is enlivened by quotes from many sides of the spiritual spectrum and psychologists. As a result, the material will speak directly and deeply in places to virtually any reader, regardless of background and beliefs. The risk he points to is a real one: If we don't make our intentions explicit and specific, people will take the knee-jerk route of looking after themselves. That self-focus is the basis of much bureaucratic behavior, procrastination, avoidance, poor customer service, misconceptions, disbelief about what needs to be done, poor communications and over-reliance on tradition. A key exhibit in the book can be found on page 17 where Dr. Kofman draws a contrast between relying on unconscious versus conscious attitudes in business. Here are the unconscious attitudes and their conscious counterparts: Unconscious Attitudes.....................Conscious Attitudes Unconditional blame.........................Unconditional responsibility Essential selfishness........................Essential integrity Ontological arrogance......................Ontological humility Unconscious behaviors.....................Conscious behaviors Manipulative communication..............Authentic communication Narcissistic negotiation....................Constructive negotiation Negligent coordination.....................Impeccable coordination Unconscious reactions.....................Conscious reactions Emotional incompetence...................

Fred Kofman has delivered a book that embodies the much needed next phase of corporate responsibility. When people know how to deliberately make choices and take ownership for all their decisions and actions, they are in a position of power. As a Master Certified Coach, I have found the tools Fred offers are the ones that develop people to the highest levels of fulfillment and performance. He embraces the heart, soul and mind. If you want to know how to avoid another Enron ever happening, then this is a must-read book.

Don't disregard this as just another leadership book. While you may have seen some of the conversational techniques before, the integration and tie-in to the underlying values of the leader is unique and makes a huge qualitative difference in leadership effectiveness. This is what Jim Collins' "Level 5 Leader" (Good to Great) does naturally. Conscious Business offers the opportunity to develop yourself into this kind of leader.

Fred Kofman does an outstanding of job of teaching the essentials of human interaction; communication, negotiation and implementation. His simple but profound insights are delivered in a converstational style and by the end of the program I felt like I had found a friend who inspired me to become a 'conscious leader'!

Consious Business is a wonderful way to understand that the only way of making our businesses and lives be what we want them to be is by doing the effort of becoming aware, of becoming present and becoming completely responsible players.