I have been on a personal journey since my youth. Gradually, I have experienced a transformation from a traditional capitalist in search of money to a conscious capitalist who eventually creates meaningful work. The process of enlightenment occurred within the context of personal defining moments and external economic challenges. I am not alone. In the midst of corporate greed and corruption, individual workers are no longer seeking profit for the sake of profit. We are at a tipping point. A grassroots movement has begun. Changing values are colliding with economic necessity. Out of the ashes of this recession, a new type of entrepreneur is emerging. Capitalism is changing because capitalists are changing. Through observing and learning from current or previous business leaders, we can conclude that profit is neither moral nor immoral. Profit mirrors the character of its owners.