James Reed, Chairman and CEO of Reed is on a mission to reform capitalism. He sets out his vision to encourage a whole new generation of PhilCos - philanthropic minded businesses with at least 10 per cent of shares owned by a charitable foundation. Based on his own experiences of running Reed as a PhilCo - and drawing on examples of other successes including IKEA, Lego and Rolex - the author explains how to choose the right business model for your PhilCo, how to establish a charitable foundation and how to reinvest your profits to make the most impact in the shortest space of time.