When billionaire investor Paul Tudor Jones II started his career as a commodities trader in 1976 Milton Friedman was a god, famous for arguing that earning a profit was the sole responsibility of a business. As Jones grew his hedge fund Tudor Investment Corporation through the 1980s, he saw shareholders and managers used this axiom to justify their behavior. It didn’t feel right.

These days most companies talk a big game about weaving social good into business. But how the many actually do it and do it well? Jones’ new non-profit—Just Capital—was created to answer that question.

“The most important thing is that we will get a dialogue in the boardrooms about what is just behavior,” said Tudor Jones.

Read the full article by Samantha Sharf about humanity from Forbes