“Every time one of our products is sold, a job is created for someone from a vulnerable group.”   When you spend time reporting on the social solidarity economy, you often meet founders whose eyes light up as they speak. They passionately explain how their products create positive change in the world. Their faces are filled with anticipation, excitement, and a deep sense of purpose.   But those conversations often end with the same bitter and frustrated question.   “If we’re doing something so meaningful for society, why don’t people open their wallets?”   Many impact-driven companies believe that their social mission is their strongest competitive advantage. But at some point, an uncomfortable truth has to be faced: sometimes, that very “good story” becomes a distraction from the core of the business — and can even turn into a poison that blocks revenue.   In this post, I want to talk about the paradox of “doing good.” It may feel unc...