For the last 50 years, a toxic idea took over US business: that being purely selfish and maximizing shareholder value would somehow make society better off. The Business Roundtable endorsed it in 1997, and despite a public outcry and an “apology” in 2019, nothing actually changed under the dark of night. Now, major management journals are trying to bring this selfish mindset back. It’s time to remember the true mantra: creating value for others is how you actually win.