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Good for Business: The Rise of the Conscious Corporation Paperback – November 23, 2010

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Editorial Reviews

Review

In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust. (Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart)

With their 'Four Cornerstones of the Conscious Corporation' framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice. (Justin B. Smith, President, The Atlantic)

Good for Business is an excellent guide that shows how transparency and engagement can positively impact a company's reputation. Readers can immediately employ the lessons revealed in the book. (Steve Fludder, Vice President, ecomagination, GE)

Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and "humanized" view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there! (Dan Esty, Yale University and author of Green to Gold)

Discussion centers on replacing vision statements with useful statements of direction…The authors provide practical steps to implement these ideas and include real-world examples…Recommended. (Choice)

About the Author

Andrew Benett is Global CEO of marketing communications agency Arnold Worldwide and Global Chief Strategy Officer of Havas Worldwide. In 2009, Andrew was named to Crain's New York Business's "40 Under 40."

Cavas Gobhai, former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams. Over thirty-plus years, he has worked with more than one hundred leading U.S. and international organizations, including Kraft, Coca-Cola, and Bayer.

Ann O'Reilly is content director of Euro RSCG Worldwide's Knowledge Exchange. She is co-author of The Future of Men (Palgrave 2005) and Buzz (2003).

Greg Welch is global leader for the Consumer Goods & Services Practice at executive search firm Spencer Stuart. He is co-founder of the M50 marketing group and creator of Spencer Stuart's annual CMO Summit and Marketing Officer Practice.

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Product Details

  • Paperback: 256 pages
  • Publisher: Palgrave Macmillan Trade; Reprint edition (November 23, 2010)
  • Language: English
  • ISBN-10: 0230103456
  • ISBN-13: 978-0230103450
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 9.1 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #1,788,681 in Books (See Top 100 in Books)

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2 of 2 people found the following review helpful By Michael J. Ferry on November 13, 2009
Format: Hardcover Verified Purchase
The world is rapidly changing and those companies that recognize how and why will have a better chance to excel in the future. Consumers, prospective employees, investors, and governing bodies all have higher expectations of companies than they did in the past.

Good for Business lays out 4 cornerstones for successful businesses of the future- (1) having a purpose beyond profit,(2) a people-centered culture, (3) a sustainable approach to business, and (4) respect for consumers' power.

Good for Business is loaded with data, real world examples, and case studies which persuasively support the author's thesis. A wide range of companies such as Zappos, Wal Mart, Green Mountain Coffee, and The Container Store are featured.

Written in a conversational, enjoyable to read style, Good for Business is one of the best business books of 2009, and I highly recommend it.
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2 of 2 people found the following review helpful By A. Haffling on October 2, 2009
Format: Hardcover Verified Purchase
Good for Business is a quick and direct collection of real life examples in Corporate America. Presented by a team of authors who each raise a point of view, the reader is able to easily grasp the present shift in creating an authentic brand for a company. Most will be able to read on a plane and instantly recite commentary that is appropriate for a business or client meeting.
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2 of 2 people found the following review helpful By Paige M. Miller on September 17, 2009
Format: Hardcover
Highly engaging, Good for Business focuses on what makes business thrive is what consumers want, and how to offer just that. From listening to consumers and celebrating employees, this book convinces readers through compelling examples that what is good for business is really good for consumers, and vice versa. A must read.
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1 of 1 people found the following review helpful By Drea Knufken on March 4, 2010
Format: Hardcover
We live in a free market. If a corporation wants to stay competitive, it needs to move its operations to a place where costs, taxes, and regulations are negligible. As long as consumers keep buying a company's goods, it can operate any way it wants.

That is so 1990s.

Businesses no longer operate as islands, according to the authors of Good for Business: The Rise of the Conscious Corporation. In an Internet-savvy, skeptical, and tumultuous 21st century, societal goodwill becomes more than a luxury. It becomes a business imperative. "Those corporations (who) have taken the humanization of business into their brand DNA...will have the greatest influence with policymakers (of the future) and the best chance of engaging talent, consumers, and investors alike," say the authors (p. 185).

Many things have changed for corporations during the past decade. Public scrutiny has become a norm, thanks to open Internet channels. To stay competitive in today's busy, hypercompetitive markets, companies need to refine their brand images. In an age where a reputation can burn in seconds, soft assets like trust and emotional connection are more important than ever. Tomorrow's leaders (today's millennial generation) require a different kind of workplace than their forebears.

How do you stay successful in a changed environment?

Good for Business covers how these changes came about, what they mean, and what to do about them in a three-part book. The first part offers an overview of how the role of the corporation has changed in today's (post-crisis, millennial) era. It illustrates how consumers have become more aware of who they're buying from, more networked into opinion groups, and more powerful overall. It explains what that all means for corporate brands.
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3 of 4 people found the following review helpful By Jeremiah Owyang on October 29, 2009
Format: Kindle Edition
Below is the written review I also provided on my blog, Web Strategy, which I've also copied here into Amazon

[...].

I'm attending Steve Forbes's CMO event in Florida with Charlene Li, and part of the recommended reading for all attendees is the book Good for Business, which came nicely packaged to my desk. Not one to defy Steve Forbes, and certainly wanting to be a good student, I've consumed the book on my flight, and share my notes openly, here's what I found:

The Thesis: The Corporation of the Future Should Inspire Trust
Selling products to make a profit is no longer sufficient. Companies must also appease the human nature of their customers as they are now demanding sustainability, open conversation, helping the community, transparency, and an ethos and mission they can relate to. The book asks four fundamental questions, they are: 1) Do customers care about what the brand stands for beyond just the immediate use of the product? 2) Do customers talk to each other about these higher goals 3) What should companies do to assure their brand is more than a collection of boxes or software code? 4) Does it impact the bottom line? If so, how much?

Unlike Other "Do-Good" Books, There's Useful Data
Good for Business is a touchy-feely book which ultimately concludes that companies need have loftier goals than just profit such as donating to charities, volunteer work, and brands that make you feel warm and fuzzy. At first, I groaned when reading the start of the book, having been victim of "do good" speeches when I was in corporate -it always felt like an empty shell.
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