{"product_id":"good-is-the-new-cool-guide-to-conscious-business-how-companies-can-drive-growth-through-positive-impact-hardback-9781394284474","title":"Good Is the New Cool Guide to Conscious Business; How Companies Can Drive Growth Through Positive Impact (Hardback) 9781394284474","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eGood Is the New Cool Guide to Conscious Business\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Companies Can Drive Growth Through Positive Impact\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003e\u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003ePaul Polman\u003c\/b\u003e, former CEO, Unilever Co-Founder, Chair, IMAGINE\u003c\/p\u003e \u003cp\u003e“I find 95% of what is written about purpose in business to be total and utter bullshit. This is the other 5%.”\u003cbr\u003e—\u003cb\u003eMark Ritson\u003c\/b\u003e, Founder, Marketing Week Mini MBA\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003eKim Salem-Jackson\u003c\/b\u003e, EVP \u0026amp; Chief Marketing Officer, Akamai\u003c\/p\u003e \u003cp\u003e“Aziz and Jones masterfully show that in this new values-driven era we are all creating together, purpose is driving business success even higher.”\u003cbr\u003e—\u003cb\u003eKirk Souder\u003c\/b\u003e, Founder, Leadership for Impact\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eThe Good is the New Cool Guide to Conscious Business\u003c\/i\u003e 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.”\u003cbr\u003e—\u003cb\u003eRob Perez\u003c\/b\u003e, Operating Partner, General Atlantic, Founder and Chairman, Life Science Cares\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003eDenise Roberson\u003c\/b\u003e, former Chief Purpose Officer, TBWA\u003c\/p\u003e \u003cp\u003e\"Not just ‘must-read’ but ‘must-do’—this book is a master class on how every modern company should operate with purpose.\"\u003cbr\u003e—\u003cb\u003ePaul Woolmington\u003c\/b\u003e, CEO, Canvas Worldwide\u003c\/p\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eAfdhel Aziz (Author), Bobby Jones (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781394284474, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 24 March 2025\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e23.1 x 16 x 3 cm, 0.499 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eHow brands can evolve to win with conscious consumers\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn the \u003ci\u003eGood is the New Cool Guide to Conscious Business: How Companies Can Drive Growth Through Positive Impact,\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cp\u003eIn 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe seven qualities of an inspiring and motivating purpose statement\u003c\/li\u003e \u003cli\u003eHarnessing 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”\u003c\/li\u003e \u003cli\u003eUnderstanding the rise of impact investors and measuring the ROI of purpose-based corporate initiatives\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cbr\u003eThought-provoking, accessible, and inspiring, the \u003ci\u003eGood Is the New Cool Guide to Conscious Business\u003c\/i\u003e 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Why We Are Living in the Age of Purpose: The Three Tectonic Shifts Driving Change 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: The Rise of the Conscious Consumer: People Want to Buy from Brands That Give a Damn 29\u003c\/p\u003e \u003cp\u003eChapter 2: The Rise of the Activist Employee: Employees Want Meaning and Purpose in Their Work 39\u003c\/p\u003e \u003cp\u003eChapter 3: The Rise of the Impact Investor: Investors Want to Make Money While Positively Impacting People and the Planet 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Defining Purpose 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4: Definitions 63\u003c\/p\u003e \u003cp\u003eChapter 5: Seven Qualities of a Great Purpose Statement 67\u003c\/p\u003e \u003cp\u003eChapter 6: Discovering Purpose 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: The Nine Principles of Purpose 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Purpose Needs to Start Inside Out 127\u003c\/p\u003e \u003cp\u003e2. Purpose Is About Picking Your Shields—and Sword 135\u003c\/p\u003e \u003cp\u003e3. Purpose Must Be Profitable to Be Sustainable 145\u003c\/p\u003e \u003cp\u003e4. Purpose Is About Putting Your Money Where Your Mission Is 154\u003c\/p\u003e \u003cp\u003e5. Purpose Doesn't Have to Be Political 163\u003c\/p\u003e \u003cp\u003e6. Purpose Should Be an Open-Source Pursuit 173\u003c\/p\u003e \u003cp\u003e7. Purpose Should Measure What You Treasure 186\u003c\/p\u003e \u003cp\u003e8. Purpose Is About Being the Helper, Not the Hero 197\u003c\/p\u003e \u003cp\u003e9. Purpose Is a Journey, Not a Destination 208\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: In Closing 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAppendix A: The ROI of Purpose 229\u003c\/p\u003e \u003cp\u003eAppendix B: More Inspiration 241\u003c\/p\u003e \u003cp\u003eBibliography 245\u003c\/p\u003e \u003cp\u003eAbout the Authors253\u003c\/p\u003e \u003cp\u003eThanks and Acknowledgments 257\u003c\/p\u003e \u003cp\u003eIndex 259\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52472147443992,"sku":"9781394284474","price":17.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781394284474.jpg?v=1785718858","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/good-is-the-new-cool-guide-to-conscious-business-how-companies-can-drive-growth-through-positive-impact-hardback-9781394284474","provider":"Freshly Printed Books","version":"1.0","type":"link"}