Can business do good while doing well? This was the question George Serafeim set out to answer over a decade ago, when he first began his research into understanding the impact of business on society. At the time, ESG issues were seen as “soft” and business leaders were skeptical that contributing to social change would do anything but hurt their bottom line. But the more he looked at the data, the more Serafeim realized the question was not “can it be done?” but “how?” In…