Good Company
Why Companies Are Not Focused On Being Good
For many organizations, the idea of being a “good company” seems like a luxury—something to consider only after achieving profitability, market share, and operational efficiency. However, this line of thinking is short-sighted. Being good isn’t just a moral stance; it’s also a strategic advantage. Here’s why so many companies overlook this opportunity and what they stand to lose.
Learn More: Why Companies Are Not Focused on Being Good
What is a good company?
A company that is guided by a moral compass and embodies virtuous patterns of behavior in the pursuit of a product or service of value.
The GoodCo Compass is our response to the pathological and bureaucratic cultures that plague our society. Each direction of the compass designed to guide companies towards the good.
Care
Patterns in how we treat each other: prioritizing the well being and satisfaction of our employees and customers.
Community
Patterns in how we build relationships: fostering inclusivity and mutual support among all stakeholders.
Commitment
Patterns in how we dedicate ourselves: maintaining ethical leadership, long term vision, and employee development.
Change
Patterns in how we grow: embracing innovation, adaptability, and continuous improvement to stay competitive.
Why the GoodCo Compass?
The GoodCo Compass is grounded in extensive research into what makes organizations thrive. It highlights the patterns of behavior that distinguish good companies from the rest. These patterns focus on:
• Collaboration: Building strong, interconnected teams that work toward shared goals.
• Transparency: Creating open channels of communication to build trust and accountability.
• Adaptability: Ensuring the organization can respond quickly and effectively to change.
• Accountability: Aligning actions with values to ensure consistency and trustworthiness.
By embedding these patterns into your organization, you can unlock not only performance but also long-term resilience and impact.
Learn More: Why Following a Moral Compass Drives Profits
Where Do You Go From Here?
You’ve just explored the Compass, a way of seeing what good companies actually look like, and the patterns they move toward.
But a compass doesn’t move you, it orients you.
If this stirred something — a sense that your company might be stuck in loops or heading off course — your next step isn’t a giant leap. It’s a conversation. About what’s possible, what matters, and how patterns shift. That’s where we come in.
Our partnerships are built to help you move intentionally, from insight to alignment, from noise to clarity. We don’t impose a process. We help you recognize and rework the ones already shaping your system.
Want to explore what that looks like? Or if you're not quite ready, you can dive deeper into our Articles to learn more about the GoodCo philosophy and approach.