What if : Linchpins were sharing ?

Introduced in Janurary 2011 by Alex & Ana Bogusky, Rob Schuham and John Bielenberg, COMMON is a creative community for rapidly prototyping social ventures. All done under a unified and collaborative brand.

Benefiting people, communities, society, the environment and future generations is the new advantage in business. 
(…) Our new capitalist brand is about transitioning from competitive advantage to collaborative advantage. 
COMMON is a brand that is community designed, community owned, and community directed. 
It is a single open source brand — a living network — for rapidly prototyping many progressive businesses that unleash creativity to solve social problems.