Gartner Research

Maverick* Research: The Future of Business — Profit Second

Published: 10 August 2020

ID: G00725502

Analyst(s): Nicholas Evans , Jamie Popkin


The most profitable and successful businesses over the next 10 years will explicitly place profit second in their mission statements and business and operating models. They will, paradoxically, net higher compounded revenue over this period than their peers who put profits first.

Table Of Contents


Maverick Research


Gartner Recommended Reading

Note 1: Roots of the Word "Maverick"

Note 2: Digital Transformation

Note 3: Pirate Metrics

Note 4: CSR, ISO 26000 and “People, Planet, Profit”

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