AFDHEL AZIZ is the Chief Purpose Officer of Conspiracy of Love, a global purpose consultancy (and certified B Corp) with Fortune 500 clients like Adidas, PepsiCo, Mondel¿z, Microsoft, and more. He is also the Co-Founder of Good Is the New Cool, a creative studio and incubator.

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.

Introduction 1

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