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GLOBAL VOICES 059science and government should be guided. However, the financial system must adjust accordingly. What we call ‘‘externalities’’ – the price for resources, pollution and damage must become ‘‘internalities’’ making profit and loss about the value creation and the devaluation of our assets. As stated in my recent book, New Economy Business, this comprehensive approach to value and cost is the essence of accounting for a new economy with the goal to protect our social, environmental and financial assets. The world needs businesses to step up and lead the movement to a new economy at scale. We must take bold measures, scale up business solutions quickly and effectively, and collaborate to meet the challenges we face with strength and determination. In the near future, business and capital for good will no longer be a frontrunners’ exception. It will become the norm. For those businesses that want to be here to stay, business for good is their future. Since that future starts now, let’s get down to business.ABOUT THE AUTHOR Ms Hoek is a prominent business leader and highly appreciated thought leader with profound knowledge, experience and vision on both sustainable business and capital. Over the last 20 years, Ms Hoek has Right: Marga HoekAbove: Explore the Seven Windows of Opportunityheld several CEO and board positions for both mid-sized and large corporations such as the listed company Royal Bam Group. Currently, Ms Hoek is the CEO of the Dutch Sustainable Business Association. She also holds several international Advisory and Board positions in which she has impact on business, science and capital, including Chairman of the Sustainable Science Association, Vice-Chairman of the Supervisory Board of Accountants and Chairman of the jury of Climate-KIC entrepreneurs’ competitions. Her expertise is in connecting countries, markets, businesses and capital to global goals. She is recognized for her work in presenting the business and capital opportunities of the new economy. Her mission is to redirect both business and capital around the world to achieve the aim of making business and capital for good the norm, rather than the exception. Ms Hoek is the author of numerous publications, including the acclaimed book New Economy Business, which was awarded the title of Management Book of the Year in 2014. ■