Overview

B corporations are a new kind of business that balance purpose and profit. This community of leaders-now numbering over 4,000-is driving a global movement of people using business as a force for good. The inspirational leaders and engaging stories in The Purposeful Nine and Soulful Advantage represent the essence of B Corps because they are stakeholder-driven, always considering the impact of their decisions on their workers, customers, community, suppliers, and environment. This book is a recommended read for business leaders focused on taking corporate purpose to an even higher level. -Bart Houlahan Co-Founder and Co-CEO, B Lab The Purposeful Nine and Soulful Advantage is for business leaders driven to catalyze more purpose within their companies and gain competitive advantage. It tells the stories of nine inspiring, purposeful businesses and for-profit social enterprises authentically committed to-and benefitting from-a strategy of making the world a better place. Unlike the majority of books focused on large consumer companies and well-known brands-think Ben & Jerry's, Microsoft, TOMS, Starbucks, Stonyfield Organic, LEGO, Timberland, IKEA, Unilever, Patagonia, Disney, Dove, Google, Warby Parker, etcetera. The Purposeful Nine and Soulful Advantage spotlights a fresh, diverse group of successful organizations that have been authentically purposeful for decades. Each story comes alive through the first-person perspective of the inspiring founders, CEOs, and sustainability leaders who reveal why they became more purposeful, what they did and how it created competitive advantage. Author, strategic communications veteran, and corporate purpose professional Andre Beaupre has captured the behind-the-scenes decisions and actions across a variety of triple bottom line essentials, including mission and values, workplace culture, sustainability, philanthropy, community engagement, social justice, and diversity/equity/inclusion. Measurable benefits experienced by the Purposeful Nine include mission-aligned, high-performance workplace cultures, recruitment and retention gains, new business impact, improved financial results, brand reputation enhancement, increased stakeholder loyalty, and value-driven customer/partner/supplier relationships. Not sure how to grow purpose? This book is brimming with ideas that will inform and inspire you to reach that goal. Business can, and must be, a force for good. By sharing first-person stories from the leaders who made purpose happen, the book will inspire a wide array of organizations to begin-or broaden-their impact.

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Reviews

B corporations are a new kind of business that balance purpose and profit. This community of leaders-now numbering over 4,000-is driving a global movement of people using business as a force for good. The inspirational leaders and engaging stories in The Purposeful Nine and Soulful Advantage represent the essence of B Corps because they are stakeholder-driven, always considering the impact of their decisions on their workers, customers, community, suppliers, and environment. This book is a recommended read for business leaders focused on taking corporate purpose to an even higher level. -Bart Houlahan Co-Founder and Co-CEO, B Lab Unlike the majority of books focused on large consumer companies and well-known brands-think Ben & Jerry's, Microsoft, Toms, Stonyfield Farm, Patagonia, Timberland, Disney, Dove, Starbucks, Unilever, IKEA, Google-the Purposeful Nine and Soulful Advantage spotlights a fresh, diverse group of successful organizations that have been authentically purposeful for decades. -Gary Hirshberg, Founder and CE-Yo, Stonyfield Farm The world is running out of time to address our existential climate crisis and other key sustainability challenges, including income inequality and racial injustice. For-profit businesses must be part of the solution because of their sheer scale and influence. This book provides an immensely valuable contribution with engaging, powerful stories from nine companies supporting the wellbeing of employees, improving environmental impact, and building long-term equitable relationships with all stakeholders. They shatter myths and prove how purpose is clearly linked to financial success and long-term competitive advantage. I'm hopeful it will shape the way business leaders think about their potential to contribute solutions to some of our planet's most intractable challenges. -Fiona Wilson, Director, Deputy Chief Sustainability Officer, University of New Hampshire and Director, UNH Sustainability Institute The nine engaging and inspirational stories in Andre's book illuminate how purpose is alive, well, and accessible to entrepreneurs and leaders in any sector and to organizations of any size. While each story is unique, together, they clearly show that driving positive change in an organization, or more broadly in the world, inevitably starts with a vision or idea in the hands of a committed champion. It all grows from there. This book will not only remind you of what's possible for your organization, but it will also empower you to bring to life your own vision for better business. -Atlanta McIlwraith, Director, Global Community Engagement and Activation, Timberland This book's thoughtful approach to finding hidden gems and telling the largely untold stories of nine companies and for-profit social enterprises committed to making a difference in the world is truly inspiring. Andy's compelling narratives represent a standout contribution to the literature of stakeholder capitalism and will provide a powerful beacon and foundation to an entirely new generation of purposeful leaders. Soulful advantage is real and more important than ever. I can't imagine any company succeeding without it. -Mike Grandinetti, Faculty at Harvard, Brown, Rutgers and UC Berkeley Engineering Professional Leadership Program

Author Information

Entrepreneur and communications strategist Andre Beaupre has worked closely with hundreds of founders and C-suite leaders of B2B companies, venture-backed startups, and privately held corporations, helping them increase credibility, purpose, and valuation. In 2017, he co-founded Soulful Advantage, a strategic communications consultancy intersecting purpose and profit. The firm helps businesses authentically expand social impact, increase stakeholder support, gain competitive advantage and meaningfully communicate purpose.

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