Providing a radical approach to business, Authentic Business presents an ecologically friendly alternative to the endemic business norms reliant on exploitation, focused primarily on money and devoid of any meaning and value. Authentic Business offers a guide to creating a commercially successful business whilst at the same time protecting the planet and enriching the lives of yourself and others. Authentic Businesses all share: · A purpose beyond profit · A purpose profoundly held · A purpose which is socially and/or environmentally positive · Integrity between communication and action · Respect towards others, avoiding exploitation of resources and customers · Unique and distinct qualities and ideas; i.e. they do not jump on the bandwagon. Authentic Business takes you step by step, through the ?why?? and ?how?? of starting and running your own business, using inspiring examples of those who already have, to achieve authenticity. If you have always dreamt of changing the world with a great business idea, seek to re-address the values of your company, or want to effect some change in the relationship between business and society, Authentic Business will undoubtedly be informative, instructive and indispensable.
Book Details:
- Author: Neil Crofts
- ISBN: 9781841126623
- Year Published: 2005
- Pages: 176
- BISAC: BUS041000, BUSINESS & ECONOMICS/Management
About the Book and Topic:
Providing a radical approach to business, Authentic Business presents an ecologically friendly alternative to the endemic business norms reliant on exploitation, focused primarily on money and devoid of any meaning and value. Authentic Business offers a guide to creating a commercially successful business whilst at the same time protecting the planet and enriching the lives of yourself and others. Authentic Businesses all share: · A purpose beyond profit · A purpose profoundly held · A purpose which is socially and/or environmentally positive · Integrity between communication and action · Respect towards others, avoiding exploitation of resources and customers · Unique and distinct qualities and ideas; i.e. they do not jump on the bandwagon. Authentic Business takes you step by step, through the ?why?? and ?how?? of starting and running your own business, using inspiring examples of those who already have, to achieve authenticity. If you have always dreamt of changing the world with a great business idea, seek to re-address the values of your company, or want to effect some change in the relationship between business and society, Authentic Business will undoubtedly be informative, instructive and indispensable.
Neil Crofts founded Authentic Business in 2002, as an online newsletter, informing and inspiring subscribers with stories of businesses working with a positive purpose and having awareness towards individuals and the environment. The website explores the principles of authenticity, cites businesses that have followed this path, promotes authentic businesses and encourages the growth of unique and enlightened businesses. It now has over 3,500 subscribers. The concept of ?Authentic? has developed and expanded over the last two years to incorporate PR and 2003 saw the launch of Authentic Business Guides; a network of talented, qualified and experienced individuals offering support services to businesses in these areas: PR, marketing, branding ,strategy, coaching, and communication design. Working alongside the businesses, they devise and help facilitate long- term strategies to make ?Authentic? businesses successful. Neil Crofts is currently working on a project, Authentic Capital, raising investment funds to enable ?Authentic? businesses to pursue ideals without compromise
1. Bestselling Capstone author Neil Crofts delivers the next book using the ?Authentic? philosophy. 2. Taps into a huge, hungry market for good quality business start-up books. Capstone does this area better than anyone, as the stunning success of Anyone Can Do It proves. 3. Perfect for trade promotions, such as ?Book of the Month? slots. 4. Author will use his networks to promote & sell the book. 5. Author has website exploring the concept of ?Authentic?: www.authenticbusiness.co.uk 6. Very PR-friendly author who has had great coverage with Authentic.
About the Author
Neil Crofts is the bestselling author of Authentic: How to Make a Living by Being Yourself. He is the former head of strategy at internet consultancy Razorfish and now runs Authentic Business, a network of support companies for small businesses with a positive goal.