War metaphors are everywhere in business. We unknowingly use them all the time by saying things like: 'businesses target consumers', 'battle for positions' and 'engage in guerilla marketing'. The concept that 'Business Is War', however, does not align with the shift toward socially conscious and environmentally-focused enterprise that we see in the market today. Rather than seeing other companies as enemies in a zero-sum game in which market share is captured, I suggest it is more productive to focus on the creative, value-generating aspects of business exchanges and encourage the view of business as a social action, not war. It is time to reframe our understanding of business from defeating an enemy to creating value.Dr. Marjorie Delbaere (PhD) is a professor of marketing and the acting dean at the University of Saskatchewan Edwards School of Business. She earned her Bachelor of Commerce and PhD from the University of Manitoba and first joined the Edwards School of Business in 2007. Prior to her academic career, she worked in marketing and communications for Hewlett-Packard and Agilent Technologies in Germany. She teaches marketing strategy and theory in undergraduate, graduate and executive programs. In addition to her teaching and administrative roles, Delbaere carries on an active research program investigating communication and persuasion surrounding complex and controversial topics, primarily in pharmaceutical products and health care.This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx