Thank-you for the book recommend!
How often people getting into business are only thinking of the profits.
Instead of, as you mentioned, derived from Sir Richard Branson's book "Screw Business as Usual"

consider environmental impacts of product creation and supply, positive social benefits which are integral to the creation of the product, and the humanity which is able to be celebrated and encouraged throughout every part of that process.

I think I'll get myself a copy to help keep me on the right track!