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

Über die Autorin bzw. den Autor

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.

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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

Aus dem Klappentext

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.