This article investigates the meaning of doing good and doing well in positive business. It examines the relationship between the two expressions and discusses their relevance, shedding new light on the significance of `positive¿ in positive business and positive organizational scholarship (POS). Thus, this article illuminates the ultimate end of positive states and practices. `Positive¿ primarily represents values and assumptions. These lead to the creation of beneficial situations and marked improvements, which put individuals and organizations on an upward trajectory toward achieving excellent functioning, assuring profitability in addition to sustainability and social well¿being. Doing well, with reference to economic performance and profits, is partly constitutive of doing good. This presents a new approach regarding the role of economic outcomes in positive business and POS. It means that financial criteria do not have priority. Profits are considered vital and necessary, but the final `raison d'être¿ of positive states and practices is the overall well¿being of the stakeholders.