Ever since we started writing and speaking about our current book project, How on Earth: Flourishing in a Not-for-Profit World by 2050, we have been amazed by one phenomenon in particular: When we have a chance to explain to people what not-for-profit (NFP) enterprise actually is, we get an incredible response from all sectors and political spheres to the proposition that not-for-profit business lies at the heart of our future global economy.