Capitalism has driven extraordinary progress through efficient resource allocation, incentivising risk-taking, and mass manufacturing. Yet markets cannot distinguish right from wrong—profits can come from expanding healthcare access or exploiting workers. The fourteen companies demonstrate that ethics and profit need not oppose each other, but alignment isn't automatic. The Sustainability Flywheel framework reveals three lessons. First is materiality. A sprawling sustainability agenda is rarely the recipe for success, but a focused approach, prioritising challenges where companies can make a genuine difference, is a good starting point. Second is economic alignment. Disciplined execution and sound business models are required to transform good intentions into profitable ventures. Third is long-term thinking. Companies must reinvest in their capabilities for the coming years and decades, not just the next few quarters. Together, those steps could unlock the potential of capitalism, making profitable problem-solving the norm rather than the exception.