“You can create an honorable livelihood, where you take your skills and use them and you earn a living from it, it gives you a sense of freedom and allows you to balance your life the way you want.” “Crazy people see and feel things that others don’t. But you have to believe that everything is possible. If you believe it, those around you will believe it too.” – Anita Roddick Anita Roddick was a British businesswoman, human rights activist and environmental campaigner, best known as the founder of The Body Shop, a cosmetics company producing and retailing natural beauty products that shaped ethical consumerism. The company was one of the first to prohibit the use of ingredients tested on animals and one of the first to promote fair trade with third world countries. Roddick, however, initially just wanted to create a livelihood for herself and her daughter. She also believed that the world needed to “Go Green,” as she put it. Based on her early travels around the world she kept asking herself “Why waste a container when you can refill it?” “What if you could build a venture that is based on a green philosophy and fair trade?” Roddick claimed that she had no clue how she built a corporation that: “is a multi local business with over 2,045 stores serving over 77 million customers in 51 different markets in 25 different languages and across 12 time zones.” She clearly had the compass but not the Map with the exact destination.