Amidst all the headlines about geopolitics, climate change, and rogue technology, another megatrend has been silently developing: the naked economy. Universal connectivity and powerful AI are making everything radically transparent, where the actions of businesses, governments, and individuals are increasingly visible. In this environment, consumers cancel irresponsible organizations, and trust becomes the key driver of value creation. To maximize profitable growth and business longevity, companies must earn their returns by solving socio-environmental problems. The winning strategy therefore is steward leadership—doing well by doing good. Urgent and compelling, Maximum Purpose, Maximum Profit shows that in this brave new world, pursuing profitable sustainability will create sustainable profitability.