Rethink the Fundamental Purpose of Your Business: To take the first step toward becoming a responsible business, you must align your company's practices with a larger purpose. Consider Pepsi. Instead of focusing only on the byproducts of its business activities, such as water consumption and packaging waste, Pepsi is re-imagining its entire business model. Old Pepsi was all about selling sugary soda and salty snacks, which contribute to obesity and tooth decay. New Pepsi is about selling healthier, "better-for-you" food.