Afdhel Aziz

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.

The Good is the New Cool Guide to Meaningful Marketing is your guide to future-proof your brand with purpose-driven strategies and activations that meet the demands of the new world of conscious capitalism. This book takes readers behind the scenes at some of the world’s most famous brands — from purpose-driven pioneers like TOMS, the Honest Company, and Chobani, to household names like Oreo, Call of Duty, and Brand Jordan ― to show you how a new wave of marketers are collaborating with values-driven creators of cool like Pharrell, Lady Gaga, and Justin Bieber.

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.

Purpose is the buzzword of the moment, with billion-dollar purpose-driven brands like Tesla, Patagonia and Chobani leading the cultural revolution around business as a force for good.

But what is purpose? What are some of the myths and misconceptions around it? In this clear and concise book, brand purpose experts Afdhel Aziz and Bobby Jones, from leading brand purpose consultancy Conspiracy of Love, provide an introductory guide to the subject, alongside case studies of brands like Adidas, Nike, Tesla, Patagonia and many others to help introduce the topic in an inspiring and insightful way.

Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands—while still insisting on cutting-edge products with on-trend design.

With seven revolutionary new principles—from “Treat People as Citizens, Not Consumers,” to “Lead with the Cool”—and insights and interviews from a new generation of marketers, social entrepreneurs, and leaders, this rule-breaking book is the new business model for the twenty-first century, and a call to action for anyone committed to building a better tomorrow. It won’t just change your business—it will change the world.