Gen Z and the modern consumer are looking for companies with authenticity--they want transparency and purpose from brands that are future proofing for the planet they're inheriting. With this changing consumer focus and mindset emerges an urgent need for emotionally intelligent leadership. Along with profitability, 21st century leaders must focus on environmental stewardship, equity and justice, employee retention, recruiting, collaboration, and other emerging key aspects of modern business.

In Seeding Innovation: The Path to Profit and Purpose in the 21st Century, veteran entrepreneur, award winning author, strategist, speaker, and Rice University Innovation and Entrepreneurship professor, Robyn O'Brien, shows how to build resilience and purpose into your business plan that enhance your bottom line, fortify employee retention, and appeal to the modern consumer. This book explores how modern brands like Liquid Death and modern leaders like Sara Blakely of SPANX bring purpose to their products, team, cultures and mindsets and achieve legendary success, along with examples of breakout brands where authentic stories are carving out market share at record growth rates.

In this book, you'll learn how to:
* Overcome imposter syndrome and naysayers using the S.T.O.P. Protocol
* Identify and understand your assets and liabilities to achieve profitability
* Build supportive scaffolding and a resilient mindset in order to leverage courage and gain market share
* Build boards (not echo chambers), why equity and governance matters, and how diversity is good for your bottom line
* Integrate authentic marketing and storytelling into your brand strategy to drive revenue and capture market share
* Avoid the dangers of silos, fundraising traps and toxic capital and build a model with value-aligned, informed investors

With powerful data from investors, dynamic stories from entrepreneurs with breakaway success, action items at the end of every chapter, and your own personal sustainability plan, Seeding Innovation: The Path to Profit and Purpose in the 21st Century inspires and earns a well-deserved spot on the bookshelves of entrepreneurs, founders, leaders, investors, HR professionals, consultants, and anyone else interested in building or growing a company fit for the 21st century.