A critical issue that feels missed in this is that businesses now affect politics. It was easy to once say, I make pillows, I don't need to worry about politics. But when you're Facebook or any other digital product - that's no longer so straightforward. I think companies are going to have to start putting forward their ethos - especially if they want to succeed. People don't buy WHAT you do - they buy WHY you do it. Companies focused only on what they do will only may be marginally successful - but it's companies like apple who have a purpose beyond their "business" that has set them apart.