In the Good is the New Cool Guide to Conscious Business, 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. This book draws on stories, insights, and case studies from leaders at successful purpose-driven corporations around the world, from Fortune 500 giants like Unilever and Procter to tech disruptors like Tesla, Microsoft, and Airbnb, as well as beloved brands like Lego, Adidas, and Patagonia. In the last decade, corporations were required to meet the digital age's challenges and opportunities. Today, corporations must meet the purpose-based demands of consumers, employees, and investors--or get left behind. In this book, listeners will learn about: ? The seven qualities of an inspiring and motivating purpose statement ? Harnessing nine principles of purpose, including "Purpose doesn't have to be political," "Purpose is about putting your money where your mission is," and "Purpose is about measuring what you treasure" ? Understanding the rise of impact investors and measuring the ROI of purpose-based corporate initiatives