The authors, Afdhel Aziz and Bobby Jones, are a couple of soulful guys who have written a soulful book that makes a strong case for soulful corporations.
And there’s a good reason why: our nation’s resources are heavily concentrated in the hands of corporations:
TOTAL REVENUE BY STAKEHOLDER, U.S.:
– Nonprofits – $1.2 trillion
– Government – $3.1 trillion
– Corporations – $20.1 trillion
(Source: Michael Porter TED.com)
$20T. That’s a LOT of juice–juice that can be abused and is abused. Often. Great leaders and great companies, the authors assert, not only take care of their stakeholders but want to change the world. They want to leave the world better than they find it.
In Good is the New Cool, the authors extend the general notion of “conscious capitalism” to “conscious marketing” and share their prescription for attaining that end, which is essentially 7 principles:
1) Know Your purpose
2) Find Your allies
3) Think citizens, not consumers
4) Lead with cool, but bake in the good
5) Don’t advertise, solve problems
6) People are the new media
7) Back up the promise with the proof
This book is an awesome choice for startup founders and those with no business or marketing experience. It’s also a great choice for all Big Industry employees as a reminder of what differentiates the good from the great, especially in the minds of millennials.
Pick this book up.
Goodness is the only investment that never fails ~ Henry David Thoreau