Business Leadership Technology

Trailblazer: The Power of Business as the Greatest Platform for Change (Summary)

by Marc Benioff

In 2015, the state of Indiana passed a law that would allow businesses to discriminate against LGBTQ+ individuals. In response, Salesforce CEO Marc Benioff didn't just issue a press release. He canceled all company travel to the state, threatened to pull a massive tech conference, and publicly rallied hundreds of other CEOs to boycott Indiana. This direct, high-stakes economic pressure forced the governor to amend the law within a week, proving that a CEO's job is no longer just about profit—it's about activism.

Bake Giving Into Your DNA from Day One

Philanthropy shouldn't be an afterthought reserved for when a company is profitable. Benioff argues for integrating it into the core business model from the moment of inception, creating a culture of giving that scales with the company.

At Salesforce's founding, they created the "1-1-1 model," pledging to donate 1% of the company's equity, 1% of its product, and 1% of its employees' time to the community. This wasn't a PR stunt; it was a foundational principle that has since generated billions in value for non-profits and has been adopted by thousands of other companies.

Your Values Are Your North Star in a Crisis

In today's fast-moving world, companies will inevitably face ethical dilemmas and public pressure. A clearly defined set of values provides a framework for making difficult decisions quickly and authentically, even when it's costly.

After the 2018 high school shooting in Parkland, Florida, Benioff discovered that a Salesforce product was being used by a retailer of military-style assault rifles. Guided by their value of trust and public safety, Salesforce updated its acceptable-use policy to prohibit certain firearm sales by its customers, choosing its values over potential revenue.

The CEO is a Chief Activist

The traditional view of a CEO as a neutral figure focused solely on shareholder return is obsolete. To attract top talent and loyal customers, leaders must take a stand on social and political issues that align with their company's values.

Beyond the Indiana boycott, Benioff took on the gender pay gap at Salesforce. After an audit revealed women were being paid less than men for equal work, he spent millions of dollars to correct the discrepancy. He then made the process public, advocating for pay equity across the tech industry.

Trust Is Your Most Important Product

In an era of data breaches and misinformation, customer trust is a company's most valuable and fragile asset. It must be earned every day through transparency, accountability, and putting the customer's interests first.

When the GDPR data privacy regulations were enacted in Europe, many companies saw it as a burden. Salesforce saw it as an opportunity to deepen trust. They proactively helped their customers navigate the new rules, positioning themselves not just as a software vendor, but as a trusted partner in a complex digital world.

Go deeper into these insights in the full book:
Buy on Amazon
Listen to the full audio book with an Audible Free Trial.
As an Amazon Associate, qualifying purchases help support this site.