A practical guide to launching and growing your own successful ethical business. Businesses focused almost entirely on improving the world we live in, rather than on financial gain, can help to achieve meaningful change and generate above-average profits. Genuinely ethical businesses are not only less likely to fail and more likely to be sustainable, they also return higher shareholder value in terms of cash and in terms of satisfaction. Jonathan Self reveals how his own ethical business, Honey's Real Dog Food, gives away a substantial percentage of its turnover to charity, and despite spending nothing on sales and advertising, has achieved nine years of spectacular growth.