I found the concept of Not-Just-For-Profit group very interesting. We can clearly see the profit-driven business model resulted serious market failures and created the extreme wealth and poverty in the world, which in term causes many social economic problems and environmental imbalance. The Not-Just-For-Profit group promote five points for any businesses in order to succeed in the long run: 1) profit-making; 2) community; 3) ethics; 4) individuals; and 5) environment. To me, this is more holistic view of business.