Part memoir, part manifesto of encouragement and part how-to guide, The Greater Good is the culmination of over 25 years' experience developing for- and non-profit ventures. Interwoven with the stories of diverse peers, it's as much about the inner journey as the outer 'how tos' that is designed to entertain, motivate and share tools and resources. If you have ever imagined ways in which the world could be a better place, but felt unsure about how to make it happen, this book is for you.

The Greater Good is woven through with my story as co-founder of Aisle (formerly Lunapads), a groundbreaking B Corp that was one of the first ventures in the world to champion natural menstrual care products, now a thriving industry.

An invitation to “everyday” people – women, racialized people and other underrepresented individuals who may not find themselves in the traditional profile of entrepreneurial scale and success, the book shows readers how to map and mine their unique experience and values, with creative exercises and prompts to formulate their unique vision for change.

Using insightful self-discovery methods designed to draw out personal strengths, skills, and passions, I reveal how to work through self-limiting perceptions and self-doubt, and provide a primer on venture development fundamentals.


Promo video!

Enjoy this visually stunning video about my background and why I wrote The Greater Good.

The Greater Good

The Greater Good is available at multiple online booksellers.
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The Greater Good Workbook

Order The Greater Good's companion, The Greater Good Workbook, at online booksellers.
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The Greater Good Workbook by Madeleine Shaw

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Reviews & Endorsements

"After decades of groundbreaking work, Madeleine’s book arrives at the perfect time as a gift to future generations of social entrepreneurs who have dreams for a more equitable world. Madeleine’s decades of experience, insight and wisdom are now available to all in a relatable format."

Vicki Saunders

Founder, SheEO

"Over the last decade I’ve watched in awe as Madeleine Shaw has thrived in her ventures with openness, generosity, and a 'get it done' approach. The Greater Good wraps her social entrepreneurship street smarts into an engaging and practical guide and I am beyond excited that aspiring change makers far and wide can now use it to put their vision into action."

Saleema Noon

Author of Talk Sex Today: What Kids Need to Know and How Adults Can Teach Them and Founder, Saleema Noon Sexual Health Educators

"Shaw is an extraordinary innovator whose ideas have had profound positive influence on so many lives. Her voice is beacon for these times. Her stories will engage, inspire, and activate."

Joel Solomon

Author, Clean Money Revolution: Reinventing Power, Purpose, and Capitalism

"Madeleine Shaw is a brilliant innovator, fierce feminist, generous collaborator, and persuasive storyteller – and is all of these things at once in The Greater Good. My own advocacy has been immeasurably enriched by her words and her vision."

Jennifer Weiss-Wolf

Author, Periods Gone Public: Taking a Stand for Menstrual Equity

"Madeleine opens the door to a brand of entrepreneurship that is generous, inspiring, and focused on what's most important: impact. The Greater Good is a masterclass that will welcome many more world-changers into the fold of social entrepreneurship."

Cory Ames

Founder, Grow Ensemble

"Madeleine Shaw's creative wisdom and ability to rally her community shines once again in this beautiful and insightful book. We need social entrepreneurs and change-making businesses more than ever and Madeleine shares insights and stories that will inspire and move you to action."

Bonnie Foley-Wong

Founder, Pique Ventures and Author, Integrated Investing: Impact Investing with Head, Heart, Body and Soul

"Reading Madeleine Shaw's The Greater Good is like being at a super mate's dinner party, where you sit with other long-time friends, who don't have to prove anything but yet shower you with love, exchanging practical tips, from technical approaches to get to new clients, or to pitch your latest social impact idea with grace. I loved how Madeleine shared frank, generous, heartfelt stories and also essential reminders to not perpetuate problems or unconsciously uphold systemic biases."

Servane Mouazan

CEO, Ogunte

"The old business models just give us the same results that have gotten the world into such a environmental and social mess. Madeleine Shaw knows firsthand how to do good successfully and she's rounded up many other diverse leaders doing the same. An essential primer for the new business world we need."

MJ Ryan

Author, Radical Generosity and How to Survive Change You Didn't Ask For

"Madeleine Shaw is a unicorn: an entrepreneur changing the world who remains kind, accessible, and committed to living a life and making a livelihood that reflects her values in every action. The Greater Good is a must read for every person who has wondered how to create work that is as fulfilling as it is essential."

Manda Aufochs Gillespie

Author, Green Mama and Green Mama-to-be

"If we are going to tackle the big issues of our time—think climate change and social justice—all of us need ways to get activated and engaged. The Greater Good will help get us there. It’s an inspiring manual to both motivate and instruct diverse people to bring their ideas and unique experiences to the table."

Charles Montgomery

Author, Happy City

"Madeleine Shaw is fiercely inspiring! And her book The Greater Good is a nurturing and inclusive guide to activistic entrepreneurship for the everyday human."

Dr. Melanie Rieback

CEO and Co-Founder, Radically Open Security and Nonprofit Ventures

"The Greater Good is such an important addition to our collective movement for a better way forward! I am delighted that we have reached the point of not only questioning, but redesigning business to align with what we say it is about. Moving away from excess and towards a respectful way of interacting is the only solution!"

Ginelle Skerritt

CEO, York Region Children's Aid Society

"I'm reaching out today because I read your fantastic book, The Greater Good. I really loved how thorough it was in discussing steps to become a successful social entrepreneur, even more, it offered such a great toolkit overall and I certainly appreciated the list of resources you included at the end. Thank you for writing it and sharing your wisdom with us all."

Hannah Smith

Director, The Canadian Courage Project

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