[The Wise Turtle]

Recently I've been trying to come up with a way to describe a business, such as the contributor business that you talk about in this blog entry, where you aren't looking for a profit (zero-sum) but a fair exchange of value. I'm talking about a business where what you offer is of equal value to what you recieve. It's the best way for a society and an economy to work, in my opinion, but it's considered crazy by most business people.

To make it more palatable, I've been hoping to find a term that will frame this contributor type business plan in a way that will make it seem attractive to even the most hardened yuppies. Obviously the term "non-profit business" just won't cut it. Mostly because it's basic frame is a negative (non). "Sustainable business" seems ok, but not really very catchy.

Any other suggestions? What term do you think would make my upper middle class parents proud to say when they told people the kind of company I'm starting?

-Turil