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The book introduces the WEconomy – a fusing social purpose with for-profit business models – and outlines two defining principles with strategies to make them happen: Profiting by Purpose and Purpose by Profit. Purpose is the biggest thing to happen to business since the assembly line. Mounting evidence points to workers and consumers are increasingly dedicating their talent and using their spending power to companies that make a positive impact. Purpose is the most powerful untapped force to enhance your career and your business: it is a marketing plan, a customer loyalty program, an incentive to build B2B relationships, even an open door to new markets. But it’s not enough to know that purpose is important; you have to know how to execute it. This book shows how to apply the same principles of business to boost the productivity and performance of your CSR strategies and charitable partners. Social mission needs a sustainable strategy as much as a core business plan. And it is this kind of purpose — a productive, tactical social purpose with profit incentives – that is addressed in this book.
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