Good is the New Cool:
Meet the Books

good is the new cool books stacked

“Good is the New Cool” is the business model for the 21st century, one that allows companies to address environmental, civic, and economic issues in a way that grows both brand and business, while giving back. These rule-breaking books are a call to action for anyone committed to building a better tomorrow.

"It's time to reboot capitalism. And purpose is the source code."

Market Like you Give a Damn

Consistently ranked as one of the least valuable professions to society and no longer trusted by today’s consumers, marketing has an image problem. There is a need to create a new model that is fit for the unique challenges of today. This bold new book proposes a radical new approach where great marketing optimizes life.

“Good is the New Cool: Market Like You Give a Damn” will revolutionize how companies position themselves and their brands, exploring a new philanthropy-based business model and the millennial pioneers driving it to entrepreneurial success.

Praise for 'Market Like you Give a Damn'

“Every business, brand and individual involved in the business of brands should sit up and take note.”

— Paul Woolmington, CEO, Canvas Worldwide

“With people saying they wouldn’t care if 74% of brands disappeared tomorrow, marketers need to re-imagine why their brands exist and how they engage with people. The intersection of the three “C’s’; (culture, commerce and conscience), is the winning formula.”

— Carol Cone, CEO, Purpose Collaborative

The Principles of Purpose

This breakthrough book delivers the first detailed road map for corporate leaders wishing to unleash the power of purpose to achieve inspired innovation, engaged employees, and new frontiers for growth.

It answers the most critical questions facing CEOs today. What is Purpose? How do you discover it? How can legacy companies reverse-engineer it into their DNA in an authentic and meaningful way? And how can leaders harness its power to create compelling products and services for a new generation of socially-conscious consumers that attract the best employee talent who want to do meaningful work?

Praise for 'The Principles of Purpose'

“Aziz and Jones masterfully show that in this new values-driven era we are all creating together, purpose is driving business success even higher.”


— Kirk Souder
Co-Founder, Enso Social Impact

“The Principles of Purpose is a must read for every board member who wants to understand the most disruptive force in business today – and unlock the huge strategic advantage that delivers long-term growth for the companies they advise.”


— Rob Perez
Operating Partner, General Atlantic, Founder and Chairman, Life Science Cares

“As purpose becomes a business imperative, this seminal book is mandatory reading for all agency leaders, who are determined to help their clients create growth, innovation and authentic 21st Century value.”

— Denise Roberson
Chief Purpose Officer, TBWA

About the authors

Afdhel Aziz and Bobby Jones are two of the most inspiring leaders in the movement for business as a force for good. Their best-selling book Good Is the New Cool: Market Like You Give A Damn was hailed as a groundbreaking manifesto for a new era of socially conscious brands. The book has grown into a global community of thousands of leaders in business and culture, with conferences, podcasts, and upcoming TV shows. Their purpose consultancy Conspiracy of Love, a certified B Corp, advises iconic brands worldwide like Adidas, Red Bull, Oreo, and Microsoft and Fortune 500 companies like Unilever, Mars, Mondelēz, Diageo, and AB InBev.


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