Words create worlds, suggests common wisdom, summarizing eloquently decades of social constructionist thought from Berger & Luckmann (1967) to Gergen (1999) and beyond. In the domain of business and society relationship, the words have offered a wide array of worlds to choose from. From the first timid attempts of Bowen (1953) to the mature efforts of Waddock (2004), Corporate Social Responsibility, along with Corporate Social Performance (Carroll, 1979), Corporate Citizenship (Waddock, 2004), and stakeholder theory (Freeman, 1984) have been offering the reality built on obligation, charity, and service. The mainstream shareholder value approach, manifested most notably by Friedman (1962, 1970), has been responding to the call for responsibility and obligation with strong opposition; profit maximization is the cornerstone of this reality. While academia battles over the words to model ideal relationship between business and the rest of society, the ‘common folk’ casts its vote by using – or dropping – words from its day-to-day conversations. Across centuries and continents, people have made up words to define the place of trade and profit in the larger schema of life. The ancient Swidish term for business is narings liv, which means ‘nourishment for live’ (Albion, 2000). Russian word delo, traditionally used for business, means ‘purpose’ or ‘calling’ (Gramota.Ru, 2007). The English word business itself derives its meaning from bisig, which means ‘careful’, ‘anxious’, ‘busy’, and ‘occupied’ (American Heritage Dictionary, 2007; Online Etymology Dictionary, 2007). From purpose and nourishment to busyness and anxiety, isn’t it a surprising world we have created?2000). Russian word delo, traditionally used for business, means ‘purpose’ or ‘calling’ (Gramota.Ru, 2007). The English word business itself derives its meaning from bisig, which means ‘careful’, ‘anxious’, ‘busy’, and ‘occupied’ (American Heritage Dictionary, 2007; Online Etymology Dictionary, 2007). From purpose and nourishment to busyness and anxiety, isn’t it a surprising world we have created? I have set forth this inquiry beyond the limitation of the world that has been created to the horizon of the world that could be, framing this inquiry by a simple question: what are the factors and forces that allow for successful integration of business impact and world benefit in the context of the former USSR? The data, which flowed in response to the question, suggested a number of core elements allowing for deep synergy between business and the rest of society; and a blue-print for a new model of business-in- society harmony offered a glimpse of a new world possible.