At the end of 2020, I received the simple task of designing a new annual program that recognized the “Best in Business.” In a year of pandemic, natural disasters, social unrest, and economic turmoil, I knew that Inc. couldn’t award companies based on the usual quantitative metrics. No celebrating the fastest growth or the most revenue. So I decided that Inc.’s Best in Business should recognize something that mattered in 2020 and every year: positive impact. In a year of tremendous challenge, we would celebrate companies that had gone above and beyond to improve the condition of their costumers, the environment, their industries or society as a whole. To maximize reach in a short amount of time and also streamline marketing for our Direct-to-Consumer department, I laid the whole program out over the existing infrastructure of our Inc. 5000 awards, then bundled it with the mission and launch of our Company of the Year distinction. The program was an instant hit—bringing in thousands of applications in a two-month window. We’re anticipating a bigger response this year.