Businesses tend to view “responsibility” as doing the safe, proven and traditional tasks, because to do anything else is too risky.

The more successful they become, the less inclined they are to explore the edges. The more they grow, they become allergic to taking the risk of innovating.

In fact, I think businesses with reach and leverage ought to be taking more risks, doing more generous work and creating bolder innovation and art. That is the most responsible thing they can do.

The responsible thing to do today is what was deemed irresponsible back then, take risks, better risks.

Keeping it safe is no longer safe anymore.

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