Like heroic individuals, Heroic Brands are motivated by something bigger than themselves. They believe it just might be possible to change the world. Heros are usually ordinary people who end up doing extraordinary things; likewise, heroic brands might sell t-shirts or software or skin care, but they do it with the awareness and intention to make a much wider positive impact. Heroic brands employ big-picture people who actively seek ways to turn day-to-day business activities into catalysts for social and ecological improvement. ROI becomes Return on Intention, where intention embodies what is good for the business AND good for the ecosystem in which it operates. Heroic brands act like magnets that attract employees and customers who share the intention to make a difference. They remind us that making a living can actually feel good.