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Positive business isn’t sexy. It’s not exotic or clever or inspirational. In spite of this—or indeed because of this—it may be the most important management concept you’ve never heard of.

We are in the midst of an infatuation with corporate social responsibility (CSR). Firms are naming chief sustainability officers, business schools are launching social impact centers, and the media is filled with articles—you’re reading one now—on the social role of business. Popular books likeÌýCause for SuccessÌýare even touting social responsibility as a path to business success with slogans like “how solving the world’s problems improves corporate health, growth, and competitive edge.”

All this enthusiasm is great—who doesn’t want business to help make the world a better place? But it is also dangerous.