Good Is the New Cool Guide to Conscious Business: How Companies Can Drive Growth Through Positive Impact - Hardcover

by Afdhel Aziz (Author), Bobby Jones (Author)

How brands can evolve to win with conscious consumers

In the Good is the New Cool Guide to Conscious Business: How Companies Can Drive Growth Through Positive Impact, conscious capitalism experts Afdhel Aziz and Bobby Jones deliver all of the knowledge and tools needed to discover, design, and deploy sustainable and inclusive growth within any organization.

This book draws on stories, insights, and case studies from leaders at successful purpose-driven corporations around the world, from Fortune 500 giants like Unilever and Procter to tech disruptors like Tesla, Microsoft, and Airbnb, as well as beloved brands like Lego, Adidas, and Patagonia.

In the last decade, corporations were required to meet the digital age's challenges and opportunities. Today, corporations must meet the purpose-based demands of consumers, employees, and investors--or get left behind. In this book, readers will learn about:

• The seven qualities of an inspiring and motivating purpose statement
• Harnessing nine principles of purpose, including "Purpose doesn't have to be political," "Purpose is about putting your money where your mission is," and "Purpose is about measuring what you treasure"
• Understanding the rise of impact investors and measuring the ROI of purpose-based corporate initiatives

Thought-provoking, accessible, and inspiring, the Good Is the New Cool Guide to Conscious Business earns a well-deserved spot on the bookshelves of all C-suite business leaders seeking a new vision to transform their organizations, and the world, for the better.

Front Jacket

Focusing on the corporation as a vehicle of change, the Good Is the New Cool Guide to Conscious Business empowers readers with the knowledge and tools they need to create a purpose-led organization. Written by corporate purpose consultant Afdhel Aziz and conscious capitalism expert Bobby Jones, this book delivers a set of principles whereby leaders can slowly evolve their companies to become purpose-driven in an era that demands it, in much the same way the expectations of the last decade required them to meet the digital age's challenges and opportunities.

Aziz and Jones look at how different functions within successful companies are harnessing the power of purpose: for instance, how Patagonia and SAP are developing ethical supply chains, how Microsoft and Mattel are fueling purpose-driven innovation, and how IKEA and Adidas are innovating new circular economy models and processes. Interviews from the talented individuals on the frontlines of the purpose revolution turn important stories, insights, and case studies into a useful, practical framework.

This book also explores the three tectonic shifts that are driving this next age of -purpose--customers who are becoming more steadfast in their belief that brands need to optimize life on our planet, employees who want to do work that is meaningful and purposeful, and investors who are earning more money by putting their money where their values are--as well as the many new business opportunities that go along with these shifts.

The Good Is the New Cool Guide to -Conscious Business is an essential body of work for C-suite executives on how purpose can manifest itself across every aspect of business--whether it's supply chain and sustainability, employees and talent, or product innovation and marketing.

Back Jacket

PRAISE FOR GOOD IS THE NEW COOL GUIDE TO CONSCIOUS BUSINESS

"Purpose is the growth story of the 21st century. For any organization wanting to reap the rewards of this new triple bottom line, this book shows them how."
--PAUL POLMAN, former CEO, Unilever, Co-Founder and Chair, IMAGINE

"I find 95% of what is written about purpose in business to be total and utter bullshit. This is the other 5%."
--MARK RITSON, Founder, Marketing Week Mini MBA

"Afdhel, Bobby, and Conspiracy of Love are exactly what the world needs right now. They did a brilliant job partnering with us to unleash our purpose, further maximizing our impact on society."
--KIM SALEM-JACKSON, EVP & Chief Marketing Officer, Akamai

"Aziz and Jones masterfully show that in this new values-driven era we are all creating together, purpose is driving business success even higher."
--KIRK SOUDER, Founder, Leadership for Impact

"The Good Is the New Cool Guide to Conscious Business is a must-read for every board member who wants to understand the most disruptive force in business today--and unlock the huge strategic advantage that delivers long-term growth for the companies they advise."
--ROB PEREZ, Operating Partner, General Atlantic, Founder and Chairman, Life Science Cares

"As purpose becomes a business imperative, this seminal book is mandatory reading for all agency leaders who are determined to help their clients create growth, innovation and authentic 21st century value."
--DENISE ROBERSON, former Chief Purpose Officer, TBWA

"Not just 'must-read' but 'must-do'--this book is a master class on how every modern company should operate with purpose."
--PAUL WOOLMINGTON, CEO, Canvas Worldwide

Author Biography

AFDHEL AZIZ is the Chief Purpose Officer of Conspiracy of Love, a global purpose consultancy (and certified B Corp) with Fortune 500 clients like Adidas, PepsiCo, Mondelēz, Microsoft, and more. He is also the Co-Founder of Good Is the New Cool, a creative studio and incubator.

BOBBY JONES is a visionary entrepreneur and inspiring storyteller whose work has helped leaders in over 140 countries drive meaningful innovation and growth. He is a Co-Founder of Conspiracy of Love, Good Is the New Cool, and RIVET, and inspires audiences through keynotes and workshops to find fulfillment in their work.