What's the difference between a "conventional" business and a "social" business, in terms of mission and in terms of practice? As public and not-for-profit sector individuals have gained interest over the past decade in starting companies to accomplish their goals, dissonance has mounted over what exactly differentiates a "social" venture from any other. But fewer hard distinctions exist than we might expect. In this new all-hands-on-deck approach to problem solving, hard rules are less important than general recognition of the relationship between social utility and profit, and where it comes from.