'Completing Capitalism' by Bruno Roche and Jay Jakub


Heal Business to Heal the World

Leaders in the business world have believed that their sole responsibility is to maximize profit for shareholders. But, Bruno Roche and Jay Jakub offer a more complete form of capitalism, one that delivers superior financial performance precisely because it mobilizes and generates human, social, and natural capital along with financial capital.

Meet the Authors



It's an approach that can deliver greater value to society and the environment and also deliver superior business returns—a ‘win-win-win' for all stakeholders in a corporate value chain... It is not just about doing good but is good for business.

Olivier Goudet
CEO, JAB Group, and Chairman, Anheuser-Busch InBev


For Chinese entrepreneurs who aspire to become leaders in the business world of the new age, this book will be both enlightening and provides practical solutions which we can test out and implement.

Xu Bin
China Europe International Business School Professor of Economics and Finance and Wu Jinglian Chair in Economics


Completing Capitalism should be read by all leaders who aspire to make a difference. There is no better time than the present to question what shareholders value most in business and to put purpose at the centre of our economic model.

Ian Burton
President of Mars Wrigley Confectionary China


It is worth every business leader pausing and thinking about this important and serious question from a different perspective: what is the most appropriate level of profit? If you still believe the higher the profit the better, you really should read this mighty book.

Liu Hong
Vice President of Human Resources, Mars Wrigley Confectionery China


... the great essay of Bruno Roche and Jay Jakub proposes a vision and practical solutions for a responsible capitalism based on reciprocity and shared prosperity.

Dinah Louda
Executive Director, Veolia Institute, and advisor to the CEO of Veolia


The journey that Jay Jakub and Bruno Roche are proposing is a difficult one but a promising and fecund one. This is, I believe, the only reasonable option. Now is the time if we want to eradicate poverty in our generation. And here is how.

Bertrand Badré
CEO, BlueOrange Capital; Chair, Global Future Council on International Governance and Public-Private Cooperation, World Economic Forum; former Managing Director and Chief Financial Officer, World Bank Group; and former Group Chief Financial Officer, Société Générale and Crédit Agricole


The more complete form of capitalism put forward by Roche and Jakub is not about competitive advantage. But to be competitive in the future, companies will need to operate this way.

Paul Michaels
Former CEO, Mars, Incorporated, and former executive, Johnson & Johnson and Procter & Gamble


Roche's and Jakub's superb scholarship is underpinned and supported by the practical reality of successful pilots and business world applications. They not only complete capitalism, they create and hand us a road map for responsible business in the 21st century.

Dr. Frank Akers
Former Associate Director, Oak Ridge National Laboratory; Chairman, Mars Science Advisory Council; CEO, Oak Ridge Strategies Group; and Brigadier General, US Army (ret.)


Neither charity nor corporate social responsibility, but rather a way for sustained profitability, Completing Capitalism argues for making money in a way that remembers the meaning of the marketplace.

Dr. Steven Garber
Principal, The Washington Institute, and author of 'Visions of Vocation' and 'The Fabric of Faithfulness'


The thinking is rigorous and backed up by careful research on how mutuality-based practices in social, human, natural, and financial capital can change the economic well-being of society.

Peter Block
Author of 'Flawless Consulting and Community'


A must-read for today's business leaders who are ready to reinvent their world!

Jean-Christophe Flatin
President, Mars Global Chocolate