{"title":"Afdhel Aziz","description":null,"products":[{"product_id":"good-is-the-new-cool-book-afdhel-aziz-9781682451236","title":"Good Is the New Cool","description":"\u003cb\u003e\"We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.\" --From \u003ci\u003eGood Is the New Cool\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands--while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool--but now they need to be good, too. It's a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won't be long before the old, advertising-based marketing model goes the way of the major label.\u003cbr\u003e \u003cbr\u003e If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re-branding branding as a powerful force for good. Enter \u003ci\u003eGood is The New Cool\u003c\/i\u003e, a bold new manifesto from marketing experts Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how can we fix it? Rather than sinking money into advertising, why not create a new model, in which great marketing optimizes life?\u003cbr\u003e \u003cbr\u003e With seven revolutionary new principles--from \"Treat People as Citizens, Not Consumers,\" to \"Lead with the Cool\"--and insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands as Zappos, Citibank, The Honest Company, as well as the culture creators working with artists like Lady Gaga, Pharrell, and Justin Bieber, this rule-breaking book is the new business model for the twenty-first century, and a call to action for anyone committed to building a better tomorrow. This visionary book won't just change your business--it will change the world.","brand":"WoB","offers":[{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":49608104313105,"sku":"GOR011423058","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49874891899153,"sku":"GOR009974312","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50389133099281,"sku":"CIN1682451232G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":53611087560977,"sku":"CIN1682451232VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1682451232.jpg?v=1750831906"},{"product_id":"good-is-the-new-cool-book-afdhel-aziz-9781736785812","title":"Good Is the New Cool","description":"\u003cp\u003e\u003cstrong\u003eIt's time to reboot capitalism. And purpose is the source code.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003ePurpose is the buzzword of the moment, with socially conscious consumers, activist employees, and impact investors fueling the cultural revolution around business as a force for good. But what is Purpose? How do companies Discover, Define, Design and Deploy it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way? How do you measure the ROI of Purpose? And how can leaders harness its power to create compelling business models and product innovations that drive both financial success and social impact? In this inspiring and insightful book, Afdhel Aziz and Bobby Jones, from leading purpose consultancy Conspiracy of Love, deliver a masterclass on the subject. Their inspiring stories of the women and men on the purpose revolution's front lines show the immense desire among so many business leaders to do meaningful work with compassion and empathy. After researching companies of every size - from tech giants like Microsoft, Google, and Salesforce, to new disruptors like Tesla, Airbnb, and Chobani to purpose stalwarts like Patagonia, TOMS, and Zappos- they show you how to unleash what they call The Purpose Flywheel, leading to ecstatic customers, motivated employees and loyal shareholders. Through wise principles such as Purpose Is about Being the Helper, Not the Hero, Purpose Is About Picking Your Sword and Shields and Purpose Is about Putting Your Money Where Your Mission Is, they provide an essential blueprint for every business leader determined to transform their organizations into forces for growth and good. Purpose is the new digital. A competitive edge like no other, driven by a tectonic shift in values. Are you ready to embrace it?\u003c\/p\u003e","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49642500391185,"sku":"GOR012095730","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50097508876561,"sku":"CIN1736785818VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":53384243970321,"sku":"GOR014891911","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1736785818.jpg?v=1750864887"},{"product_id":"good-is-the-new-cool-book-afdhel-aziz-9781736785805","title":"Good Is the New Cool","description":"\u003cp\u003eWe are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today. -From Good Is the New CoolMarketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands-while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool-but now they need to be good, too. It's a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won't be long before the old, advertising-based marketing model goes the way of the major label.\u003c\/p\u003e\u003cp\u003eIf only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re-branding branding as a powerful force for good. Enter Good is The New Cool, a bold new manifesto from marketing experts, Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how can we fix it? 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This can lead to higher levels of physical, emotional, and mental health, as well as huge benefits to organizations in the form of higher levels of engagement, innovation, recruitment, and retention. This book explores the ground-breaking GPS to Purpose framework for finding Personal Purpose, helping readers pinpoint their Gifts, Passions, and how they can be of Service to others, and in the process drive business growth through solving social and environmental problems.   With ideas applied at Fortune 500 companies like Adidas, PepsiCo, Microsoft, and others, this book discusses topics including:     Explaining what Personal Purpose is in a clear and accessible way Unpacking the many mental, physical, and financial benefits of finding Purpose How to unleash your inner ‘Intrapreneur’ at work How to write an inspiring Living Vision for your life—and your work    The Good Is the New Cool Guide to Personal Purpose earns a well-deserved spot on the bookshelves of all employees seeking to design a career that is both meaningful and successful—and help them drive growth in an entrepreneurial way through solving social and environmental problems.","brand":"WoB","offers":[{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50823396753681,"sku":"CIN1394274866VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ GARDNERS","offer_id":50947967287569,"sku":"NGR9781394274864","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51024249159953,"sku":"NIN9781394274864","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1394274866.jpg?v=1751177978"},{"product_id":"good-is-the-new-cool-guide-to-meaningful-marketing-book-afdhel-aziz-9781394281756","title":"Good Is the New Cool Guide to Meaningful Marketing","description":"How brands can evolve to win with conscious consumers   The Good Is the New Cool Guide to Meaningful Marketing is your guide to future-proof your brand with purpose-driven strategies and activations that meet the demands of the new world of conscious capitalism. This book takes readers behind the scenes at some of the world's most famous brands—from purpose-driven pioneers like TOMS, the Honest Company, and Chobani, to household names like Oreo, Call of Duty, and Brand Jordan—to show you how a new wave of marketers are collaborating with values-driven creators of cool like Pharrell, Lady Gaga, and Justin Bieber.   In this book, readers will learn about:     How brands can authentically discover and deploy their social purpose in ways that drive brand love and financial growth The Seven Steps of Meaningful Marketing, including “Think Citizens Not Consumers,” “Solve Problems from the Everyday to the Epic,” and “People are the New Media” How brands can collaborate with nonprofits to make money and do good at the same time, using examples from Product(RED), Rivet, and Choose Love    The Good Is the New Cool Guide to Meaningful Marketing earns a well-deserved spot on the bookshelves of all forward-thinking leaders in business, from startups to Fortune 500 companies, seeking to ride the winds of change and market in a better, more meaningful way.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51604393263377,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ NEW \/ GARDNERS","offer_id":51604393492753,"sku":"NGR9781394281756","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51604393525521,"sku":"NIN9781394281756","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1394281757.jpg?v=1750986836"},{"product_id":"good-is-the-new-cool-guide-to-conscious-business-book-afdhel-aziz-9781394284474","title":"Good Is the New Cool Guide to Conscious Business","description":"How brands can evolve to win with conscious consumers   In the Good is the New Cool Guide to Conscious Business: How Companies Can Drive Growth Through Positive Impact, conscious capitalism experts Afdhel Aziz and Bobby Jones deliver all of the knowledge and tools needed to discover, design, and deploy sustainable and inclusive growth within any organization.   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