About Us
What's Love Got to Do with Business?
When people hear the name Conspiracy of Love, they often ask: "What's love got to do with business?"
As it turns out...Everything.
Don't you want your employees to say, "I love where I work."
Don't you want your customers to say, "I love this brand."
Don't you want your leaders to build organizations that people genuinely want to be part of?
The truth is, people don't give their best to organizations they don't believe in. They give their best to places where they feel seen, valued, connected, and inspired.
Love creates belief. Love creates belonging. And when people believe they matter and belong to something meaningful, they perform at their best.
That's why we created Conspiracy of Love.
We partner with leaders to turn Strategy into Story™ — building cultures where people believe, belong, and perform.
Our team of Co-Conspirators brings together former C-suite executives, agency leaders, strategists, creatives, and storytellers who share two traits: they're exceptionally smart - and they're deeply purpose-driven.
And we all believe good business can lead to good growth.
We'd love to help you,
Afdhel Aziz & Bobby Jones
Our Founders
Founded by best-selling authors, speakers and social entrepreneurs.
Afdhel Aziz
Afdhel Aziz, a former Fortune 500 executive, transformed his career after witnessing the devastation of the Indian Ocean tsunami in his native Sri Lanka. Leaving behind two decades at Procter & Gamble, Nokia, Heineken, and Absolut Vodka to found Conspiracy of Love in 2017, a strategic consultancy advises global brands like The Gap, Sephora and Adidas. A sought-after keynote speaker who has spoken at Disney, Google and Microsoft, Afdhel is also co-author of the acclaimed Purpose Trilogy, a Forbes contributor spotlighting changemakers, and co-founder of Good is the New Cool, a creative studio dedicated to storytelling that bridges the “Hope Gap.” His prowess as an award-winning poet, novelist, and filmmaker reflect his lifelong passion for storytelling, and he serves on the board of Choose Love, supporting refugees worldwide. A graduate of King’s College London and the London School of Economics, he now lives in Los Angeles with his wife and son.
Bobby Jones
Bobby Jones is a best-selling author, internationally recognized keynote speaker, entrepreneur, and co-founder of Good is the New Cool and Conspiracy of Love, two organizations that have helped shape the global conversation around purpose-driven business. For more than two decades, he has advised leaders at companies including Google, adidas, PepsiCo, Sephora, Unilever, Gap Inc., GSK, AB InBev, Mondelez, and many others on how to build brands, cultures, and organizations that drive both business growth and meaningful impact. His work has been used by individuals and organizations in more than 160 countries, helping catalyze thousands of community-led initiatives that have positively impacted millions of lives. As co-author of the bestselling Good is the New Cool series, Bobby has inspired executives, entrepreneurs, marketers, and changemakers around the world to see business as a force for good. Today, Bobby is on a mission to Feed the Good—helping people and organizations unlock their highest potential by creating stories of hope, spaces for belonging, and pathways to possibility. Through his speaking, advisory work, writing, and ventures, he helps leaders build cultures where people don't just perform at their best—they become who they're here to be.
Our Co-Conspirators
HELEN TRICKEY
A strategic brand-builder and commercial strategist, Helen has mobilized teams across the world to find their Purpose and translate it into actions that have tangible cultural and commercial value.
LUCIE GREENE
Lucie is a forecaster, strategist, and award-winning author specializing in the meeting of cultural trends and consumer insight with ethical practices and brand innovation.
TIM O’BRIEN
Tim is Australia’s foremost thinker on ESG, Purpose-driven strategy, impact measurement, and regenerative supply chain management.
PHILIPP REKER
Philipp has unrivaled Purpose Transformation experience. As global VP of culture and transformation at Fortune 500 toy company Mattel, Philipp successfully transformed functions and brands by aligning senior leaders.
MANUEL RIOS KRAUSS
Manu is a change strategist & futurist with a track record in redefining markets, designing products & creating new narratives to make brands beautiful.
MARISSA GREEN
Marissa specializes in human-centered design, helping companies connect Purpose with business strategy and Societal Impact. With a focus on Purpose Transformation, Marissa helps companies uncover the unique impact.
MICHELLE LEE
Michelle has spent the past 20 years working in strategy, foresight, innovation, and research across US, Canadian, and Australian markets.
VERONIKA MONTEITH
Veronika met Conspiracy of Love’s founders Afdhel and Bobby in 2018 while working for an international speakers’ bureau that represented Purpose-driven leaders, innovators, and experts.
JASMINE THEM
Jasmine, a Southern California native, currently calls Long Beach, CA her home. She is a proud alumna of UCLA, where she earned a degree in Sociology.
LUCIA SLEZAKOVA
Lucia leads marketing and communications at Conspiracy of Love and plays a key role in producing GOODCon, bringing inspiring people and ideas together to drive positive change.