Amanda Fornal was on a panel at SXSW when someone asked her a simple question: what gets you up in the morning? "To do good," she said, and then she said the rest of it out loud. A few days earlier she had heard a venture capitalist argue that the smart money goes to sociopathic founders, not kind ones. It did not sit right with her logically or emotionally. So on that stage she said, "I'm kind, and I'm proud of it. If you don't want to invest in kindness, that's on you."

A few days later she had a name for her next project. She built the website, started interviewing, and talked with more than 100 leaders, founders, and investors across more than 35 countries about one question: does kindness actually work in business?

Here is what I appreciated about this conversation. Amanda is not asking us to be nice. She went and checked. She re ...