"This book answers the most critical questions facing CEOs today. How can legacy companies reverse-engineer it into their DNA in an authentic and meaningful way? And how can leaders harness its power to create compelling products and services for a new generation of socially-conscious consumers that attract the best employee talent who want to do meaningful work? In this ground-breaking book, Bobby Jones and Afdhel Aziz share revolutionary principles based on their deep experience as co-founders of the world's most inspiring purpose consultancy Conspiracy of Love (with Fortune 500 clients like Adidas, Red Bull, Oreo, and Microsoft)This bookis the essential handbook for corporate leaders wishing to unleash the power that creates inspired innovation, engaged employees, and new frontiers for growth"--
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 investorsor 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.
