It used to be that in order to win a customer, all you needed to do was to build a better mousetrap. Not anymore. Instead, along with a better mousetrap you have to prove that you are a responsible citizen to the differing degree that consumers and internal publics believe you are. Yes, it is an entirely new world we are working in out there. Insights are provided by Permille Spiers-Lopez, president of IKEA North America, Howard Schultz, CEO of Starbucks, Graham Hill, founder of Treehugger.com, and Donald Knauss, CEO of Clorox. Also featured is Mohamma Yunus, Nobel Peace Prize laureate and microcredit pioneer who provides insights.