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.”
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%.”
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.”
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.”
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.”
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.”
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.”
CEO, Canvas Worldwide

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.