The Books
Afdhel Aziz and Bobby Jones have spent over a decade studying one question: what does it take to lead with purpose in a way that actually drives performance? The answer became three books — a unified field theory of purpose, spanning brands, organizations, and individuals.
Available now in print, ebook, and audiobook at all major retailers.
Good Is the New Cool: Guide to Meaningful Marketing
For CMOs and brand leaders.
The playbook for building brands that win by standing for something. Drawing on case studies from Patagonia, Chobani, TOMS, and others, this book gives marketers the seven-step framework for turning values into value — and conscious consumers into loyal ones.
Good Is the New Cool: Guide to Conscious Business
For CEOs and CHROs.
The operating manual for building a purpose-driven organization — from discovering and designing a purpose statement to deploying it across culture, ESG, and commercial strategy. Case studies from Unilever, Adidas, Microsoft, Lego, and Patagonia show what it looks like when it works.
Good Is the New Cool: Guide to Personal Purpose
For leaders and employees at every level.
The individual counterpart to the organizational work. Built around the GPS to Purpose framework — Gifts, Passions, and Service — this book helps people find the intersection of what they're best at and what the world needs, and use it to design a career that is both meaningful and prosperous.