Authentic Business: How to Create and Run Your Perfect Business

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9781841126494: Authentic Business: How to Create and Run Your Perfect Business
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  • 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.

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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.

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.

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