Authors: Wassili Zafiris and Ben Steenstra

Audience: Anyone who wants to work and live meaningfully.

Available: 2011 – ISBN 10: 9052618380 – ISBN 13: 9789052618388 (Uitgever: SDU)

Note: at this moment “Meaningful Profit” is available only in Dutch.

Meaningful Profit


What do you do when you’re not happy and uncomfortable with where your (work) life is heading? How to lead a company? What do you do when you want more than ‘just’ money? How do you make yourself valuable, what is your contribution, your legacy? Do you work to earn money, or to do something for the world? “Meaningful Profit” shows how opposites go hand in hand.

“Because you can’t fit man in a machine”

The meaning economy in action

In 2005 Ben Steenstra (owner of one of the biggest advertising companies in the Netherlands) began, with the help of coach Wassili Zafiris, a quest in search of himself and changed from being ‘advertisement scum’ into a meaningful entrepreneur.

Outspoken and compelling Ben describes the process of his transformation, the resistance he encounters, the blunders he makes, the successes he achieves, the provocative coaching sessions and confrontations with himself and his staff. Wassili introduces Ben to the psychology of Meaningful Performance and inspires Ben to implement this knowledge in his company. They work closely together to create the worlds first Meaningful Profit company bases on, what today is called, Agile en Leanprinciples. The combined practical and psychological approach make of  “Meaningful Profit” a particularly good readable book on entrepreneurship and personal development in a time of crisis. Note: at this moment “Meaningful Profit” is only available in Dutch and is in the proces of translation.

The book provides inspiration in many areas, including:

  • Motivation and meaning, what are your highest intentions?
  • Personal leadership, how people can take centre stage again
  • The meaning economy, entrepreneurship in the new economy
  • Generative capital, the power of the collective
  • Agile and lean workflow
  • The psychology of Meaningful Performance: how do you create a meaning mindset?
  • Would you like to develop your company as well? Go to the Bussiness Development page to learn more.

Ultimately Ben and Wassili’s search leads to a new kind of enterprise: a meaningful profit enterprise, the middle ground between profit and non-profit where Human Nature takes centre stage in the workplace.