We propose that Ken Wilber’s (2000) integral theory can serve as a new paradigm by which to view the organization and present a broader view of the roles and responsibilities of business. Through an integral theory of the firm, we see individual desires, capabilities and limitations, economic profit and humanitarian interest working in synergy to maximize firm performance. This holistic approach is innovative and is presented as a way to redefine the existence, boundaries, and organization of the firm and to show how organizations can become more ecologically sustainable, socially responsible, and economically competitive. An integral theory of the firm allows metatriangulation of various theoretical approaches, simultaneous consideration of multiple levels of analysis, simultaneous pursuit of market and non-market strategies, and challenges existing paradigms.