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The Principles Of Purpose
Episode 129th June 2021 • Good Is The New Cool • Afdhel Aziz & Bobby Jones
00:00:00 00:36:35

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

Welcome to Good Is The New Cool: The Field recordings. In this opening episode, co-founders Bobby Jones and Afdhel Aziz discuss the extraordinary events and stories that inspired their new book The Principles Of Purpose.

Drawing on their research of some of the most successful purpose-driven companies on the planet from visionary pioneers like Patagonia, TOMS and Participant Films to global giants like P&G, Mattel and Activision, they outline nine timeless Principles designed to help business leaders attract the new generation of socially aware consumers, purpose-driven employees and impact-driven investors.

Check out our companion book Good is The New Cool: The Principles of Purpose at and you can join the Good is The New Cool community at



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