Authentic Business: How to Create and Run Your Perfect Business - Softcover

Crofts, Neil

Softcover

ISBN 10: 1841126497 ISBN 13: 9781841126494

Publisher: Capstone, 2005

Synopsis

• Authentic Business shows that it is possible to start asuccessful business without selling out your values. It shows thatbusiness does not have to be exploitative, greedy and devoid ofmeaning.
• Takes you step by step, through the 'why?' and 'how?' ofstarting and running your own business.
• Neil Crofts uses inspiring examples of those who have achievedtheir dreams on authentic lines.
• Taps into a huge, hungry market for good quality businessstart-up books.

About this title

About the Author

NEIL CROFTS is the author of Authentic: How to Make aLiving by Being Yourself and the architect of a radical new wayof looking at business. After years of feeling the tension betweenwhat he did and what he wanted to do, he saw the light and tookcontrol of his life, forming Authentic Business. From this initialidea, Neil has begun to create the Authentic Partnership, which ismade up of five key enterprise communities that connect with andsupport one another. They are: Authentic Guides – acommunity of business service professionals, ranging fromaccountants and lawyers to healers and coaches, all of whom arededicated to changing the way business is done for the better. Seewww.authenticguides.com

Authentic Business Network – designed to connectauthentic businesses together so that

they can learn from, as well as support and inspire, each other,and encourage the progress of conscious business into themainstream business culture.

Authentic Capital – funding Authentic Businesses todo what they do better and enabling investors to fund businessesthat match their values. (Launch summer 2005)

Authentic Centres – A network of retreat centers toallow people the mental space to reconnect with their naturalintuition, love and spirit so that they can make authentic choicesaway from the normal distractions and general noise of life.(Launch 2005)

Authentic Education – A network of organizations toprepare children for adulthood

and repair adults from childhood in a way that celebratesdiversity and creative freethinking as opposed to oppressive andrestrictive conformity.(Launch 2005)

Neil’s mission is to change the way business is done onthe planet, and through his network of ventures, to ensure thateveryone has the ability to conduct their work life in a way thatis sustainable and with a positive and profoundly held purpose– in short, Authentic.

From the Back Cover

• What would it be like to work in a business where everyonefelt profoundly motivated?

• Where decision-making was a joy and always seemed towork out for the best?

• Where there was little need to manage because everyonewas clear in their task and got on with it?

• Where customers, suppliers and staff all cared for thebusiness and wanted to see it flourish?

These businesses do exist.

They are called

AUTHENTIC BUSINESSES.

From the Inside Flap

Do you dream of stepping off the corporate treadmill? Do thepolitics and greed of corporate life leave you cold? Itdoesn’t have to be like that. Authentic Business showsthat business can be positive, fun and meaningful – as wellas profitable.

Using inspiring examples from those who have made the leap,Authentic Business takes you, step by step, through the‘why?’ and ‘how?’ of starting a businessthat comes naturally to you and respects others. It picks up whereAuthentic left off, this time applying the principles ofsustainable behaviour to business:

• A purpose beyond profit
• A purpose that is profoundly held
• A purpose that is socially and/or environmentally positive
• Integrity between communication and action
• Respect for others
• Sensibility to exploitation of resources and customers
• A distinct and unique business personality.

Businesses that understand these principles, like innocent, YeoValley, Howies and Doves Farm, are thriving. AuthenticBusiness shows why everyone should support them and how to turnyour business idea or your organization along the same path.

Edition details

• Publisher: Capstone
• Publication date: 2005
• Language: English
• ISBN 10: 1841126497
• ISBN 13: 9781841126494
• Binding: Paperback
• Edition number: 1
• Number of pages: 176