I don't think so, Tim! This is not a new concept for entrepreneurs to head off into the hills exploring the graces of investing in social, environmental and humanitarian betterment. Infact, this is probably the most idealistic theory to expand from someone's unlimited knowledge of human understanding.

In Muhammad Yunus' article Social business entrepreneurs are the solution the author hypothesises that there will be a new world business order consisting of;

-- Well-known and well-established profit maximizing kind, which are devoted to making private gains. (Let us call them profit maximizing enterprises or PME.)

-- Social benefit maximizing kind, which are created to do good to people, not paying any attention to making private gains. I am calling them social business enterprises (SBE).

Shame Muhammad. You forgot that greed makes up the most part of human existence. While PME's are the opposite end of the spectrum SBE's idealise humans as one of complete unselfishness.

If Muhammad's idea were even worth contemplating it would have to sit somewhere in the middle of these two theories. And, if it did, then it's not new. There are many companies who have now incorporated into their charter that profit maximising is not the main goal although it is still very much a part of how the company works. It's no longer the mentality for many companies to pursue profit "at-all-costs."

Many companies are now realising their obligations to society and some have accepted them and operate in ways that support and nurture these kinds of ideals. In my humble opinion, this is the best business model.