Good Is The New Cool: The Principles of Purpose, New Book Issues Call to Arms to Reboot Capitalism Towards a More Just and Sustainable Future

Authors, Activists and Consultants Afdhel Aziz and Bobby Jones Offer Essential Research, Timeless Principles and Interviews with Purpose Pioneers.
The global “Purpose Revolution,” driven by conscious consumers, enlightened employees, and activist investors, requires a response from businesses and a new book, “Good Is The New Cool: The Principles of Purpose,” is published today to help show how.

The book offers a roadmap for prospering in the purpose-led economy, along with advice for anyone running a business and in-depth insights from leaders of 27 global brands which have a reputation for putting good at the heart of their operations. These include Patagonia, IKEA, Mattel, Unilever, and Tesla.

Readers will learn how to discover their company’s purpose, ways in which purpose works with marketing, and what ROI it delivers. The book also outlines “Nine Principles of Purpose,” which collectively offer a powerful strategy to help re-engineer the systems of capitalism, with purpose as a core value.

“Good Is The New Cool” is written by experts on purpose in business, Afdhel Aziz and Bobby Jones, who run global purpose consultancy Conspiracy of Love,which advises Fortune 500 companies like Adidas, PepsiCo, Glaxo Smith Kline and more.

They have also created a seven-part podcast as a companion piece. Called “Good Is The New Cool: The Field Recordings,” it features interviews with some of the execs featured in the book.

“Purpose is a major competitive advantage for companies to embrace, and our work shows the hunger to understand the topic,” says Aziz. “That’s why we wrote this book—for everyone willing to lead the charge into this brave new world, and eager to find ways to unlock the promise of purpose, passion and profits.”

“There has never been a more opportune time for CEOs to lead with purpose. Consumers are more likely to trust, champion, defend and buy from companies with a strong commitment to purpose, and employees are hungry to do meaningful work that has a positive impact,” adds Jones. “Our book provides the blueprint every leadership team needs to transition their company into a force for growth and good.”

Good Is The New Cool: The Principles of Purpose is available on 
Amazon, and wherever books are sold. 

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