Good Is The New Cool Guides:
The Purpose Trilogy
The Purpose Trilogy is co-authors Afdhel Aziz and Bobby Jones’ attempt at a unified field theory of Purpose—three books exploring how it can transform brands, organizations, and individuals.
Packed with insights, innovation and inspiration, and case studies from the leading companies on the planet like Patagonia, Microsoft, IKEA and Mattel, they include:
Good Is the New Cool: Guide to Meaningful Marketing
Good Is the New Cool: Guide to Conscious Business
Good Is the New Cool: Guide to Personal Purpose.
See below for more on each book. Available now at major retailers.
Good is the New Cool Guide to Meaningful Marketing
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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 this book, readers will learn about:
How brands can authentically discover and deploy their social purpose in ways that drive brand love and financial growth
The Seven Steps of Meaningful Marketing, including “Think Citizens Not Consumers,” “Solve Problems from the Everyday to the Epic,” and “People are the New Media”
How brands can collaborate with nonprofits to make money and do good at the same time, using examples from Product(RED), Rivet, and Choose Love
The Good Is the New Cool Guide to Meaningful Marketing earns a well-deserved spot on the bookshelves of all forward-thinking leaders in business, from startups to Fortune 500 companies, seeking to ride the winds of change and market in a better, more meaningful way.
Good is the New Cool Guide to Conscious Business
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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.
Good Is the New Cool Guide to Personal Purpose: Designing a Meaningful and Prosperous Career
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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.
Testimonials
About The Authors
Afdhel Aziz is the Chief Purpose Officer of Conspiracy of Love, global purpose consultancy (and certified B Corp) with Fortune 500 clients like Adidas, PepsiCo, Mondelez, Microsoft and more. He is also an internationally renowned keynote speaker who has been featured at the Cannes Lions, YPO, SXSW, Forbes CMO Summit, Advertising Week, Conscious Capitalism, and the Fast Company Innovation Festival.
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. Bobby’s highly demanded keynotes and workshops empower audiences with roadmaps to find lasting fulfillment and meaning in their work, sparking a fire that transforms their lives, careers, and the world for the better.