Good Profit

1. Good profit is created by benefiting customers and society

Good profit comes from making a contribution in society—not from corporate welfare or other ways of taking advantage of people.

Ethical value creation. Good profit is generated when a company creates superior value for customers while consuming fewer resources and always acting lawfully and with integrity. This approach contrasts sharply with bad profit, which stems from corporate welfare, political favors, or exploiting others.

Mutual benefit. Companies that focus on good profit align their interests with those of their customers, employees, and society at large. This alignment leads to sustainable growth and long-term success. By solving real problems and satisfying genuine needs, businesses can thrive while making meaningful contributions to society.

Resource efficiency. Good profit involves not just creating value, but doing so efficiently. This means innovating to produce more with less, reducing waste, and finding creative ways to meet customer needs. Such efficiency benefits both the company and society by conserving resources for other productive uses.

2. Market-Based Management (MBM) drives innovation and value creation

MBM is extremely powerful, but successfully applying it is neither simple nor easy.

Holistic framework. MBM is a comprehensive management philosophy that applies the principles of free markets within an organization. It consists of five dimensions: Vision, Virtue and Talents, Knowledge Processes, Decision Rights, and Incentives. These dimensions work together to create a culture of innovation and value creation.

Continuous improvement. MBM encourages constant experimentation and adaptation. It rejects complacency and pushes organizations to continually seek better ways of doing things. This approach helps companies stay ahead of competitors and drive creative destruction from within.

Employee empowerment. By giving employees the tools and freedom to make decisions based on market principles, MBM taps into the collective intelligence and creativity of the entire organization. This empowerment leads to faster innovation and more efficient problem-solving.

3. Vision guides long-term success and adaptation to change

To achieve our goal of doubling earnings, on average, every six years necessitates continued improvement of our return on capital and an increased ability to generate and capture sufficiently profitable investment opportunities.

Clear direction. A well-defined vision provides a north star for the entire organization, guiding decision-making at all levels. It helps align efforts and resources towards common goals, ensuring everyone is working towards the same objectives.

Adaptability. An effective vision is not static but evolves as the business environment changes. It must be flexible enough to accommodate new opportunities and challenges while maintaining core principles. This adaptability is crucial for long-term survival and growth.

Capability focus. A strong vision is built on a deep understanding of the company's core capabilities and how they can be leveraged to create value. It guides the development of new capabilities and the pursuit of opportunities that align with the company's strengths.

4. Virtues and talents are essential for sustainable growth

Koch transposes that approach. We focus first on values. It is our goal to fill every position with individuals who are equally virtuous and talented, but if forced to choose between one or the other, Koch will chose virtue every time.

Values-based hiring. Prioritizing virtues in hiring ensures a strong cultural foundation. This approach leads to better long-term outcomes, as employees with the right values are more likely to make ethical decisions and contribute positively to the company culture.

Skill development. While virtues are prioritized, talents are still crucial. The key is to hire for values and then develop the necessary skills. This approach allows for a more adaptable workforce that can grow with the company.

Cultural alignment. By emphasizing virtues, companies create a shared set of values that guide behavior across the organization. This alignment leads to more cohesive teams and reduces conflicts that can arise from mismatched values.

5. Knowledge processes fuel continuous improvement and discovery

Knowledge is information that is profitably used to improve results. Just gathering and sharing information that doesn't get results is unprofitable.

Actionable insights. Effective knowledge processes transform raw data into actionable insights. This involves not just collecting information, but analyzing it, sharing it across the organization, and using it to drive decision-making and innovation.

Collaborative learning. Knowledge processes should facilitate the exchange of ideas and best practices across the organization. This collaborative approach leads to faster learning and more rapid improvement.

Measurement and feedback. Key to effective knowledge processes is the ability to measure results and provide feedback. This creates a cycle of continuous improvement, where actions are constantly evaluated and refined based on their outcomes.

6. Decision rights optimize resource allocation and accountability

Decisions should not be made by those in closest proximity, but rather by those with the comparative advantage to make sound decisions, including the best knowledge.

Comparative advantage. Decision rights should be assigned based on who has the best capability to make a particular decision, not necessarily based on hierarchy or proximity to the issue. This ensures that decisions are made by those best equipped to make them.

Clear accountability. Well-defined decision rights create clear lines of accountability. When individuals know they are responsible for certain decisions, they are more likely to take ownership and make thoughtful choices.

Flexibility and adaptation. Decision rights should be flexible and adaptable as circumstances change. As individuals develop new skills or as the business environment evolves, decision rights may need to be reassigned to ensure optimal decision-making.

7. Incentives align employee and company interests for mutual benefit

To achieve good profit, companies should pay people in a way that motivates them to create maximum long-term value, while faithfully following our Guiding Principles.

Long-term focus. Effective incentive systems reward actions that create long-term value, not just short-term gains. This aligns employee behavior with the company's long-term success.

Individual contribution. Incentives should be based on individual contributions to value creation, not just role or seniority. This encourages entrepreneurial behavior and innovation at all levels of the organization.

Holistic evaluation. Incentives should consider not just financial metrics, but also contributions to company culture, knowledge sharing, and other intangible factors that drive long-term success.

8. Creative destruction is necessary for long-term survival and growth

To achieve good profit, companies should pay people in a way that motivates them to create maximum long-term value, while faithfully following our Guiding Principles.

Embrace change. Companies must be willing to cannibalize their own products and processes to stay ahead of competitors. This requires overcoming the natural tendency to protect existing business models.

Continuous innovation. Creative destruction involves constantly seeking new and better ways of doing things. This mindset should permeate all levels of the organization, encouraging everyone to look for opportunities to improve.

Managed risk-taking. While creative destruction involves risk, it should be managed risk. Companies need to balance the need for innovation with prudent risk management to ensure long-term sustainability.

9. Principled entrepreneurship maximizes value for all stakeholders

Principled Entrepreneurship™—creating superior value for our customers while consuming fewer resources and always acting lawfully and with integrity.

Ethical value creation. Principled entrepreneurship involves creating value in a way that benefits all stakeholders - customers, employees, shareholders, and society at large. This approach leads to sustainable, long-term success.

Resource efficiency. A key aspect of principled entrepreneurship is finding ways to create more value while using fewer resources. This not only increases profitability but also benefits society by conserving resources.

Integrity and compliance. Principled entrepreneurs always act lawfully and with integrity. This commitment to ethical behavior builds trust with stakeholders and ensures long-term sustainability.

10. Experimental discovery leads to breakthrough innovations

We have learned that sustained, successful product development requires not only high-quality R&D, but a marketing and manufacturing organization that sees opportunities and has the capability, discipline, focus, resources, and culture to capture them.

Systematic experimentation. Breakthrough innovations often come from systematic experimentation. This involves setting up controlled experiments to test hypotheses and learn from both successes and failures.

Cross-functional collaboration. Successful innovation requires collaboration across different functions - R&D, marketing, manufacturing, etc. Each brings unique perspectives and capabilities that contribute to the innovation process.

Learning from failure. Not all experiments will succeed, but even failures provide valuable learning opportunities. A culture that embraces failure as a learning opportunity is more likely to achieve breakthrough innovations.

Last updated: April 29, 2025