Good is the New Cool: Principles of Purpose

"It's time to reboot capitalism. And purpose is the source code."

Purpose is the buzzword of the moment, with socially conscious consumers, activist employees, and impact investors fueling the cultural revolution around business as a force for good.

But what is Purpose? How do companies and brands discover and articulate it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way? And how can leaders harness its power to create compelling business models and product innovations for a new generation of socially aware consumers and attract the best employee talent who want to do meaningful work? And how do you measure the ROI of Purpose?

In this inspiring and insightful book, Afdhel Aziz and Bobby Jones, from leading purpose consultancy Conspiracy of Love, deliver a masterclass on the subject. Their inspiring stories of the women and men on the purpose revolution's front lines show the immense desire among so many business leaders to do meaningful work with compassion and empathy. After researching companies of every size — from tech giants like Salesforce, Google, and Microsoft to new disruptors like Tesla, Airbnb, and Chobani to purpose stalwarts like Patagonia, TOMS, and Zappos— they show you how to unleash what they call The Purpose Flywheel, leading to ecstatic customers, motivated employees and loyal shareholders.

Through nine essential principles such as "Purpose Is about Being the Helper, Not the Hero", “Purpose Is About Picking Your Sword and Shields”, and "Purpose Is about Putting Your Money Where Your Mission Is," they provide an essential blueprint for every business leader determined to transform their organizations into forces for growth and good.

Purpose is the new digital. A competitive edge like no other, driven by a tectonic shift in values.

Are you ready to embrace it?