{"product_id":"good-is-the-new-cool-guide-to-conscious-business-isbn-9781394284474","title":"Good Is the New Cool Guide to Conscious Business","description":"\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 \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 Authors 253 \u003c\/p\u003e \u003cp\u003eThanks and Acknowledgments 257 \u003c\/p\u003e \u003cp\u003eIndex 259\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eAFDHEL AZIZ \u003c\/b\u003eis 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eBOBBY JONES\u003c\/b\u003e 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.    \u003c\/p\u003e\u003cp\u003eFocusing on the corporation as a vehicle of change, the\u003ci\u003e Good Is the New Cool Guide to Conscious Business\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eAziz 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. \u003c\/p\u003e\u003cp\u003eThis 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. \u003c\/p\u003e\u003cp\u003eThe \u003ci\u003eGood Is the New Cool Guide to ­Conscious Business \u003c\/i\u003eis 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.     \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR\u003c\/b\u003e \u003cb\u003eGOOD IS THE NEW COOL GUIDE TO CONSCIOUS BUSINESS \u003c\/b\u003e \u003c\/p\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\u003e—PAUL POLMAN,\u003c\/b\u003e former CEO, Unilever, Co-Founder and 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\u003e—MARK 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\u003e—KIM 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\u003e—KIRK SOUDER,\u003c\/b\u003e Founder, Leadership for Impact \u003c\/p\u003e\u003cp\u003e“The \u003ci\u003eGood 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\u003e—ROB 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\u003e—DENISE 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\u003e—PAUL WOOLMINGTON,\u003c\/b\u003e CEO, Canvas Worldwide  \u003c\/p\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","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989303705829,"sku":"NP9781394284474","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394284474.jpg?v=1761783589","url":"https:\/\/k12savings.com\/products\/good-is-the-new-cool-guide-to-conscious-business-isbn-9781394284474","provider":"K12savings","version":"1.0","type":"link"}