John Balkam is the author of the book '3 Win Sponsorship’ and the founder of Third Win Group (TWG). TWG is an agency serving impact athletes, artists, creators on a mission to serve others and pursue their passions.

The traditional business model for agencies working with athletes or artists is to maximize the revenue of sponsorships or partnerships, similar to shareholder primacy. TWG is focused on maximizing revenue AND impact, a shift toward stakeholder capitalism.