Walking the Walk

It is, of course, relatively easy for Swartz to defy his critics. Although Timberland is public, the family maintains 69% voting control. And Timberland has no debt, tons of cash, and had enjoyed nine straight record quarters before its glitch this year. But wouldn't it be easier for Swartz to pursue his social objectives at a nonprofit, or at least a private company? Absolutely not, he bellows. "The only way to enact the model is in a transparent public way. If you want to make the assertion that commerce and justice are not divorceable notions, then you need to demonstrate that in a constant, open, and inspectable way."

And because Swartz is an avowed capitalist, he believes in listening to the market even as he tries to encourage it to measure success in different ways. Although it offends the purists, that means he doesn't immediately fire suppliers for labor infractions. Instead, he uses "constructive engagement" to get them to change their policies and so keep workers employed. And while organic cotton T-shirts may be better for the environment, he'll try to build demand for them over time instead of forcing them into the market and pressuring margins.

Can one man and his band of devotees really change the role of the corporation? To Swartz, it's only a matter of time. But even if he didn't feel confident, he has no choice but to press on. "It's not required of you that you complete the task," he says, quoting Jewish text. "Nor is it permitted of you that you lay down the task." You just need to keep walking the walk.

Jennifer Reingold (jreingold@fastcompany.com) is a Fast Company senior writer.