This week I had the pleasure of meeting another entrepreneur with soul. He didn’t talk about financial results but about people and legacy. In fact, because he put the well-being of his employees and society above profit, many of his peers labeled him as “naïve.”

In a world where the speed of markets and short-term obsession seem to dictate the rules, it is worth pausing to reflect: what does it really mean to be a good entrepreneur? It’s not only about profitability or innovation, but also about the footprint we leave on society and the planet.

Today’s entrepreneur has much more in their hands than financial statements: they hold both the possibility—and the responsibility—of becoming a true agent of change.

Below, I share a decalogue that is not intended as a dogma but as an inspiration for leaders who understand that their role goes beyond immediate profit and is measured in legacy.

1. Purpose above profit

A good entrepreneur is not guided only by the bottom line. Their company must respond to a greater purpose: solving social problems, generating opportunities, or protecting the environment.

2. Ethics as a compass

Profitability without ethics is bread for today and hunger for tomorrow.

3. Positive and measurable impact

“Doing good” cannot just be a slogan. A committed entrepreneur measures their social and environmental impact with the same rigor as their financial indicators.

4. Legacy as a horizon

Quarterly results matter, but true success is measured in decades.

5. Talent as a priority

People are the greatest asset of any organization. A good entrepreneur nurtures, motivates, and develops them.

6. Radical transparency

Trust cannot be bought; it must be earned. Transparency is the foundation for building strong and lasting relationships.

7. Conscious innovation

Innovation is not about launching products without restraint, but about creating solutions that bring real and sustainable value.

8. Commitment to the community

A responsible entrepreneur does not ignore the community where they operate: they actively contribute to its development.

9. Growth with sustainability

Balance is key: growing without exhausting resources, generating wealth without perpetuating inequality.

10. Humility and leading by example

Entrepreneurial leadership is not exercised through speeches but through daily example.

The importance of good corporate governance

A visionary entrepreneur knows that purpose and legacy cannot be sustained without good corporate governance. Governance ensures that the company does not depend on individual wills but on solid, transparent, and fair systems.

In his book The Art of Good Corporate Governance, my dear Ferran González explains that governance is both an art and a discipline, embodied in:

• Defining clear roles and responsibilities among board, executives, and shareholders, avoiding conflicts of interest.

• Strengthening independence and diversity in boards of directors, leading to better decisions.

• Demanding transparency and accountability toward all stakeholders.

• Promoting an ethical and compliance-driven culture that protects reputation and ensures long-term sustainability.

• Connecting strategy with purpose and values so that governance is not just a legal formality, but the engine linking results with social impact.

Ultimately, good corporate governance is not a bureaucratic luxury: it is the immune system of the company. It prevents abuses, ensures continuity, and strengthens the trust of investors, employees, customers, and society.

Beyond results: sowing the future

This decalogue, together with the need for exemplary governance, points in the same direction: redefining business success. True success is not measured in immediate profits, but in strong institutions, fairer societies, and a more habitable planet.

A good entrepreneur leaves lasting footprints, not just numbers.

And as my favorite movie Forrest Gump reminds us: “Stupid is as stupid does.”