How does purpose help you grow a profitable business that people love?
What exactly does it mean to be a purpose-led business?
What higher purpose should your business serve and how do you serve it in a meaningful way?
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WHAT'S LOVE GOT TO DO WITH IT?
Purpose in business has become a common expectation, from employees, customers and investors. Yet many business leaders struggle to understand what it means for their business.
For Love & Money offers clarity on the most recent evolution of organisational purpose. It equates the demand for purpose in business with social purpose. Business as a force for good. Sharing inspiration from businesses such as Intrepid Travel, Outland Denim, Patagonia, Unilever, PayPal and Future Super, this book makes a powerful connection between the two things that drive social purpose-led businesses (which are inextricably linked):
LOVE. Of people, planet and humanity. It’s the raw emotion behind purpose.
And MONEY. Profit and commercial success.
Why are they interlinked? Because when purpose drives profit, it offers a business the ability to play a bigger game; to be ambitious in the change you seek to create over the long term. Meanwhile you build a meaningful business for everyone involved; you attract passionately invested employees, customers, partners, suppliers and investors; and you build trust, the currency of a valued business.
WHAT VALUE DOES THIS BOOK OFFER?
Written for leaders of medium and large organisations, this book offers the following clear outcomes:
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Clarity on what it means today to be a business led by a higher purpose
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Insight into the powerful movement behind business-as-a-force-for-good
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Inspiration from successful social purpose-led businesses
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A methodology on how to define and embed meaningful purpose into your business and brand
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A clear ‘how-to’ approach to get you started on identifying and articulating your brand purpose
For Love & Money combines inspiration, insight and practical resources to empower you to reimagine your business and the higher purpose that will drive its success through the volatility of the twenty-first century.
WHAT YOU CAN EXPECT
PART I: FOR LOVE
PART II: FOR MONEY
PART III: FOR LOVE AND MONEY
PART IV: YOUR PATH TO PURPOSE
PART V: YOUR BRAND PURPOSE BLUEPRINT
PART VI: PEOPLE LIKE US ACT
The book is structured into six parts. The first half, parts one to three, are designed to make a compelling case for purpose in business and the role of love in driving that purpose. Inspiration and insight.
The second half is dedicated to helping you take action. This is the practical part of the book which features a methodology to unlock the full value of a meaningful purpose strategy.
But it goes one step further, with a deep dive into the first pillar of that methodology around brand positioning. This is so that readers can take that all-important first step to understanding what their organisation’s higher purpose could look like, or at the very least, get clarity on what a practical approach looks like, to help them reach that point of understanding.
WHAT OTHERS HAVE TO SAY
Steve Jobs once said: “The storyteller is the most powerful person in the world. The storyteller sets the vision, the values and the agenda for an entire generation yet to come.”
That’s precisely what Carolyn does in this very different book. Not just for you, but those who follow you (in every sense of that word).
As you read, you’ll ask yourself all sorts of questions too. Tina Turner singing “What’s love got to do with it” will play in your mind from the very first paragraph. And you’ll get the answer to that on every page of this exhilarating book.
More to the point though, as you read each page, you’ll be creating your own stories in your business (and in your life) that really do set the vision, the values and the agenda for an entire generation yet to come.
That generation, and this one right now, will love the result too — a result we so definitely need.
We’re at Code Red Alert … not just for the climate, but for the way we do business.
When you act on this book, your business AND our world will be a very different place — perhaps even a place for love.
And we need that result (and this great book) right now.
PAUL DUNN
CO-FOUNDER B1G1
I’m totally inspired once again reading Carolyn’s second book!
I’ll admit, I rarely read any business or self-help books. Very rarely. I’d like to, don’t get me wrong; I mean to… I just never sit still long enough or perhaps give myself permission to stop and immerse myself in a book… that is until I read Carolyn’s first book Path to Purpose! It was gifted to me at the right time and it was so easy to read and so spot on, aligning with my thoughts and values, that I read it back to back in 2 days. In fact, I loved it so much I read it twice!
That led to a wonderful working relationship over the next eighteen months and I will be forever grateful for Carolyn’s support in setting us on the right track and helping us see what we struggled to see ourselves. To be featured in this book is an absolute honour and a privilege and having read this second book “For Love & Money” prior to publishing, I am inspired once again to continue our journey doing good business, that makes a positive impact, with love.
There is so much to learn from this book, so much inspiration, this book has the potential to change the world. Really, I mean that. The potential impact is mind blowing, but it has to start somewhere, by reading it and then gifting it to just one person, or to everyone you know and care about. Be ready… this book will move you!
NIKKI BEAUMONT
Founder & CEO, Beaumont People
Carolyn Butler-Madden’s new book, For Love and Money – How to Profit with Purpose and Grow a Business With Love, is a must read for executives of companies interested in pursuing a more just and sustainable world, at the same time as being very successful financially. Furthermore, the book provides clear guidelines on how to do it – The Path to Purpose.
Carolyn mentions Nobel laureate economist Milton Friedman in Chapter 10 of her book. Friedman economics postulation that executives’ sole role was that of maximising shareholder wealth, has been extraordinarily influential since the 1970s. It has never sat well with me. Terms, meant at the time to be complimentary, such as “greed is good” come to mind. It is quite contrary to the views of philosopher Adam Smith, often referred to as the father of capitalism, in the 18th century, who believed the market was a mechanism of morality and social support – a blue-print for a just society that concerns itself with its least well-off members, not just economic success.
To me, this is what Carolyn’s book is about - how to go about returning capitalism to this fundamental belief. She demonstrates this with very impressive case studies, whilst at the same time pointing out how excessive economic greed has led some once great companies down a dark road.
The structure of the book makes it easy for readers to understand how they may set out on this journey themselves. First “For Love” – love what you do – do what you love. Then “For Money” – capitalism is dead – long live capitalism. And then the answer, “For Love and Money” – the role of purpose, something we all need.
Carolyn demonstrates how a company can go about doing all this by describing the journey the company I am CEO of, Blooms The Chemist, as a case study. When I read this, I thought to myself, why didn’t I see the potential and rightness of this approach to running a company before? On reflection, I probably did think about it, but did not have a guide, such as this book, to help me lead this sort of paradigm shifting endeavour.
PHIL SMITH
CEO, Blooms The Chemist
This business book is also a love story about how we can make our world better through business for good, that leaps from the page.
JADE COLLINS
This book is needed in the world. Carolyn Butler-Madden shows us that purpose and profit can and should co-exist in a strategic, but also emotional and heartfelt way. Interwoven with examples of companies who are leading the way, this business book is also a love story about how we can make our world better through business for good, that leaps from the page.
Director, Femeconomy; TEDx speaker
It’s inspirational, educational and profoundly thought provoking and written in a way that I find so gentle and easy to absorb, whilst carrying such a big and profound message
ANDREW GRIFFITHS
This is a book that gives those people who have felt the need for a better approach and a new path to follow in their business a map. It inspires them to do better and be better, but it doesn’t try to achieve this with a big stick. Instead, Carolyn goes to great lengths to showcase the alternative path by showcasing those that are already on it. It’s inspirational, educational and profoundly thought provoking and written in a way that I find so gentle and easy to absorb, whilst carrying such a big and profound message
International Bestselling Author. Entrepreneurial Futurist.
This book is needed in the world. Carolyn Butler-Madden shows us that purpose and profit can and should co-exist in a strategic, but also emotional and heartfelt way. Interwoven with examples of companies who are leading the way, this business book is also a love story about how we can make our world better through business for good, that leaps from the page.
An essential read for today’s business leaders and the discerning consumers of their products and services.
JO ASQUITH
CEO Catalyst Education
For Love and Money is not just a roadmap for creating your own path to social purpose with practical advice and a blueprint for success, it is a frank and often vulnerable account of Carolyn’s own journey as just one thread in a tapestry of splendid accounts of some extraordinarily brave leaders who took their own business’ beyond profit to making a difference in the world.
From accounts of Patagonia’s commitment to be in business to “save our home planet”, to Dave’s Killer Bread’s very human story of redemption and second chances, Carolyn has captured the essence of how business can make a difference to their people, their customers and the communities they support through purpose and love, while still making a profit.
An essential read for today’s business leaders and the discerning consumers of their products and services.
For any leader wanting to do better but not knowing where to start, this is a must-read.
HELEN GRANEY
CEO Jack Morton Australia and Weber Shandwick Australia
For Love & Money tackles an enormous and potentially overwhelming topic with clarity, practicality and (perhaps most importantly) without judgement.
For any leader wanting to do better but not knowing where to start, this is a must-read. Carolyn Butler-Madden guides you through the process of defining an organisation's social purpose using compelling stories, illustrative examples and practical tools.
In your hands is the most comprehensive articulation of how businesses, big and small can be powered by love, and still make one hell of a profit!
GLEN CARLSON
This book is a must for every CEO, executive and entrepreneur that wants to stay relevant in these dynamic times. In your hands is the most comprehensive articulation of how businesses, big and small can be powered by love, and still make one hell of a profit!
Co-founder, Dent Global
Filled with tangible examples of the who, how and what, For Love & Money provides both inspiration and a go to resource for anyone seeking to start their journey into more purposeful work.
SARAH DOWNIE
CEO Shared Value Project
Carolyn asks us to consider if business has realised its true potential - and to suspend judgement as she suggests businesses could and should act with love. Could love be the answer to how we build a more just, equitable and sustainable world?
As a firm and passionate believer that we are coming to a tipping point, where businesses who act with a higher purpose will reap the rewards, this book was music to my ears. Business can and must act with humanity, capitalism can be rebuilt to benefit us all. Can businesses really love? I'm not sure - but I'm certainly left thinking about whether they should.
Filled with tangible examples of the who, how and what, For Love & Money provides both inspiration and a go to resource for anyone seeking to start their journey into more purposeful work.
