5Walk Good Business is a shot across the bow of profitability maximization. These two words are taught at business schools around the world. These two words are also thought about, spoken, and acted upon in just about every business, regardless of its product and/or service offering. These two words are about as un-revolutionary as they come and as dangerous as it gets. What is revolutionary is eliminating this misguided, too-long-entrenched ideology and focusing on balance. Balancing value to the customer and profitability to the business.