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Good Is the New Cool Guide to Conscious Business
How Companies Can Drive Growth Through Positive Impact
“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.” “I find 95% of what is written about purpose in business to be total and utter bullshit. This is the other 5%.” “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.” “Aziz and Jones masterfully show that in this new values-driven era we are all creating together, purpose is driving business success even higher.” “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.” “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.” "Not just ‘must-read’ but ‘must-do’—this book is a master class on how every modern company should operate with purpose."
—Paul Polman, former CEO, Unilever Co-Founder, Chair, IMAGINE
—Mark Ritson, Founder, Marketing Week Mini MBA
—Kim Salem-Jackson, EVP & Chief Marketing Officer, Akamai
—Kirk Souder, Founder, Leadership for Impact
—Rob Perez, Operating Partner, General Atlantic, Founder and Chairman, Life Science Cares
—Denise Roberson, former Chief Purpose Officer, TBWA
—Paul Woolmington, CEO, Canvas Worldwide
Afdhel Aziz (Author), Bobby Jones (Author)
9781394284474, Wiley
Hardback, published 24 March 2025
288 pages
23.1 x 16 x 3 cm, 0.499 kg
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:
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.
Introduction 1 Part I: Why We Are Living in the Age of Purpose: The Three Tectonic Shifts Driving Change 27 Chapter 1: The Rise of the Conscious Consumer: People Want to Buy from Brands That Give a Damn 29 Chapter 2: The Rise of the Activist Employee: Employees Want Meaning and Purpose in Their Work 39 Chapter 3: The Rise of the Impact Investor: Investors Want to Make Money While Positively Impacting People and the Planet 53 Part II: Defining Purpose 59 Chapter 4: Definitions 63 Chapter 5: Seven Qualities of a Great Purpose Statement 67 Chapter 6: Discovering Purpose 79 Part III: The Nine Principles of Purpose 115 1. Purpose Needs to Start Inside Out 127 2. Purpose Is About Picking Your Shields—and Sword 135 3. Purpose Must Be Profitable to Be Sustainable 145 4. Purpose Is About Putting Your Money Where Your Mission Is 154 5. Purpose Doesn't Have to Be Political 163 6. Purpose Should Be an Open-Source Pursuit 173 7. Purpose Should Measure What You Treasure 186 8. Purpose Is About Being the Helper, Not the Hero 197 9. Purpose Is a Journey, Not a Destination 208 Part IV: In Closing 217 Appendix A: The ROI of Purpose 229 Appendix B: More Inspiration 241 Bibliography 245 About the Authors253 Thanks and Acknowledgments 257 Index 259
Subject Areas: Business & management [KJ]
