ABSTRACT
A new paradigm for business has emerged in the last half a century contrasting with the traditional profit maximizing framework as the only determinant of long-term sustainability. Today, economic and financial solvency is important but not enough for entrepreneurs whose personal wellbeing depends on business financial solvency aligned with contributions to improve their community and society in addition to the efficient production of goods and services. Therefore, the traditional triple bottom line (TBL) formula is no longer sufficient to integrate entrepreneurial wellbeing with financial business solvency and contribution to society. During the Covid-19 pandemic, a new generation of entrepreneurs is recalibrating traditional business objectives to attain sustainability. This chapter explores how the new approach of including personal and social wellbeing in alignment can build successful and sustainable business plans. The approach integrates the traditional TBL with wellbeing indicators anchored in Human Centered Management fundamentals adopting including life purpose, Life-Work Continuum, legacy, health, personal fulfillment and ethical dimensions. All addressing ongoing challenges aimed to advance problem solutions in the global VUCA (volatile, uncertain, complex, ambiguous) environment.
