Good Is the New Cool Guide to Conscious Business -How Companies Can Drive Growth Through Positive Impact
1. Edition March 2025
288 Pages, Hardcover
Wiley & Sons Ltd
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 investors--or 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.
Part I: Why We Are Living in the Age of Purpose: The Three Tectonic Shifts Driving Change 27
Chapter 1: The Rise of the Conscious Consumer: People Want to Buy from Brands That Give a Damn 29
Chapter 2: The Rise of the Activist Employee: Employees Want Meaning and Purpose in Their Work 39
Chapter 3: The Rise of the Impact Investor: Investors Want to Make Money While Positively Impacting People and the Planet 53
Part II: Defining Purpose 59
Chapter 4: Definitions 63
Chapter 5: Seven Qualities of a Great Purpose Statement 67
Chapter 6: Discovering Purpose 79
Part III: The Nine Principles of Purpose 115
1. Purpose Needs to Start Inside Out 127
2. Purpose Is About Picking Your Shields--and Sword 135
3. Purpose Must Be Profitable to Be Sustainable 145
4. Purpose Is About Putting Your Money Where Your Mission Is 154
5. Purpose Doesn't Have to Be Political 163
6. Purpose Should Be an Open-Source Pursuit 173
7. Purpose Should Measure What You Treasure 186
8. Purpose Is About Being the Helper, Not the Hero 197
9. Purpose Is a Journey, Not a Destination 208
Part IV: In Closing 217
Appendix A: The ROI of Purpose 229
Appendix B: More Inspiration 241
Bibliography 245
About the Authors 253
Thanks and Acknowledgments 257
Index 259
--Paul Polman, former CEO, Unilever Co-Founder, 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
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.
