Business, in Jesse Borkowski's film, doesn't have to mean profit at any cost. The film follows social entrepreneurs putting people and planet alongside the bottom line: Lyle Estill, co-founder of Piedmont Biofuels, Eric Henry of TS Designs, an apparel maker built around sustainability, Kevin Trapani of The Redwoods Group, an insurance company recognized by B Lab for its overall impact, and Carol Koury, founder of Sow True Seed. Their stories span agriculture, apparel, insurance, and biofuel, each one framed as evidence that a company can serve a community without abandoning its books. Cutting through the interviews is Dan Ariely, the Duke psychologist and author of Predictably Irrational, who explains the behavioral economics behind why people undervalue things like fairness and long-term community benefit in the first place. The film treats that psychology as the missing piece in the usual profit-versus-purpose argument: if perception of value is distorted, then business built only around the bottom line is a design choice, not a law of nature.