Sandra Tsing Loh

There's an image that some of us have of Jackie Onassis, stepping out in the rain, and Maurice Tempelsman is holding her umbrella. We want that man. We want the man to be the concierge and the masseur and the travel booker.

No one likes doing chores. In happiness surveys, housework is ranked down there with commuting as activities that people enjoy the least. Maybe that's why figuring out who does which chores usually prompts, at best, tense discussion in a household and, at worst, outright fighting.

Over the past decade... while many businesses have pursued what I call 'business as usual,' I have been part of a different, smaller business movement, one that tried to put idealism back on the agenda.