Good Is the New Cool Guide to Personal Purpose

How to Supercharge Your Career with Purpose and Impact

At a time when employee engagement has never been lower, the Good Is the New Cool Guide to Personal Purpose: Designing a Meaningful and Prosperous Career helps employees bring their full selves to work by helping them discover and use their personal Purpose to fuel their careers. This can lead to higher levels of physical, emotional, and mental health, as well as huge benefits to organizations in the form of higher levels of engagement, innovation, recruitment, and retention. This book explores the ground-breaking GPS to Purpose framework for finding Personal Purpose, helping readers pinpoint their Gifts, Passions, and how they can be of Service to others, and in the process drive business growth through solving social and environmental problems.

With ideas applied at Fortune 500 companies like Adidas, PepsiCo, Microsoft, and others, this book discusses topics including:

• Explaining what Personal Purpose is in a clear and accessible way
• Unpacking the many mental, physical, and financial benefits of finding Purpose
• How to unleash your inner ‘Intrapreneur’ at work
• How to write an inspiring Living Vision for your life—and your work

The Good Is the New Cool Guide to Personal Purpose earns a well-deserved spot on the bookshelves of all employees seeking to design a career that is both meaningful and successful—and help them drive growth in an entrepreneurial way through solving social and environmental problems.

Introduction

Part I: Our Purpose Journey (Inspiration) 1

Chapter 1: The Call to Adventure 3

Chapter 2: Finding Our Purpose 13

Chapter 3: Living Our Purpose 29

Chapter 4: The World Shuts Down 43

Part II: What Is Purpose? 55

Chapter 5: The Definition of Individual Purpose 57

Chapter 6: The Benefits of Having a Personal Purpose 63

Chapter 7: The Nine Truths of Purpose 83

Part III: Your GPS to Purpose 113

Chapter 8: What Is GPS to Purpose? 115

Chapter 9: Your Living Vision 121

Chapter 10: Gifts 139

Chapter 11: Passions 149

Chapter 12: Service 161

Chapter 13: Putting It All Together: Your Personal Purpose Statement 169

In Closing 181

References 185

About the Authors 189

Thanks and Acknowledgments 193

Index 201

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.

A mere 23% of global employees are engaged at work. The other three-fourths are either disengaged (simply not caring) or actively disengaged (emulating behavior that threatens the organization’s performance)—a shocking waste of talent.

Research shows that one of the biggest drivers of engagement is discovering your personal Purpose, which leads to higher levels of physical, emotional, and mental health, and huge benefits to organizations in the form of higher levels of engagement, innovation, recruitment, and retention.

The Good Is the New Cool Guide to Personal Purpose not only educates the reader on the importance of finding Purpose in a simple and accessible way, but also inspires them to go on their journey by unveiling the powerful yet simple GPS to Purpose process, which asks “What are your Gifts, your Passions, and how can you be of Service”—the triangulation of which reveals your Purpose.

Written by two of today’s top global Purpose practitioners who have applied these principles to their own lives and work with companies like Adidas, PepsiCo, Microsoft and others, the Good Is the New Cool Guide to Personal Purpose is an essential read for business leaders, executives, managers, and all workers seeking to inspire their organizations and use their influence to promote positive change.

PRAISE FOR GOOD IS THE NEW COOL GUIDE TO PERSONAL PURPOSE

“In today’s workforce, where cultural nuance and ethical leadership are crucial, the Good Is the New Cool Guide to Personal Purpose inspires employees to discover their Personal Purpose. By harnessing their Gifts, Passions, and Service, readers can enhance their well-being and drive meaningful change and innovation at work. This guide is essential for building a prosperous and purpose-driven career that benefits both individuals and the community.”
—JASON MAYDEN, Chief Design Officer, Jordan Brand, Nike

“Afdhel and Bobby have developed a transformational process that helps everyone find their unique Purpose. Something every leader and employee should tap into ‘to get in alignment with their assignment,’ supercharge their careers, and help make the world a better place.”
—JEAN BATTHANY, former Chief Creative Officer, Walmart

“I consider Afdhel and Bobby to be some of the top global Purpose practitioners and true pioneers in the work of helping leaders and employees around the world unlock their personal Purpose in service of creating a better tomorrow for everyone.”
—DENISE ROBERSON, former Chief Purpose Officer, Omnicom/TBWA Networks

“On the topic of Purpose, Afdhel and Bobby are in a league of their own. Their approach to unpacking the concept of Purpose is unique, impactful, and refreshingly simple. In our work together, we leveraged Purpose to fuel our company’s transformation. On a very personal level, I leveraged their concept of GPS to reconnect with my personal Purpose after the tragic passing of my son.”
—CRYSTAL FILES, Vice President of Talent and Inclusion, American Family Insurance

“How to be alive to the possibilities of Purpose—brilliant, inspirational, yet practical. A must-read and must-do.”
—PAUL WOOLMINGTON, CEO, Canvas Worldwide

“Afdhel and Bobby have developed a transformational process that helps everyone find their unique Purpose. Something every leader and employee should tap into 'to get in alignment with their assignment,’ supercharge their careers, and help make the world a better place.”
—Jean Batthany, former Chief Creative Officer, Walmart

“I consider Afdhel and Bobby to be some of the top global Purpose practitioners and true pioneers in the work of helping leaders and employees around the world unlock their personal Purpose in service of creating a better tomorrow for everyone.”
—Denise Roberson, former Chief Purpose Officer, Ominicom/TBWA Networks

"How to be alive to the possibilities of purpose—brilliant, inspirational, yet practical. A must-read and must-do.”
—Paul Woolmington, CEO Canvas Worldwide

“On the topic of Purpose, Afdhel and Bobby are in a league of their own. Their approach to unpacking the concept of purpose is unique, impactful, and refreshingly simple. In our work together, we leveraged purpose to fuel our company’s transformation. On a very personal level, I leveraged their concept of GPS to reconnect with my personal purpose after the tragic passing of my son.”
—Crystal Files, Vice President of Talent and Inclusion, American Family Insurance

“In today's workforce, where cultural nuance and ethical leadership are crucial, the Good Is the New Cool Guide to Personal Purpose inspires employees to discover their Personal Purpose. By harnessing their Gifts, Passions, and Service, readers can enhance their well-being and drive meaningful change and innovation at work. This guide is essential for building a prosperous and purpose-driven career that benefits both individuals and the community.”
—Jason Mayden, Chief Design Officer, Jordan Brand