Praise for WEconomy
"WEconomy shows us, in surprising and engaging stories, how a yearning to succeed in career can also be a calling to contribute to the betterment of society. This is a playbook for those of us who are obsessed with a purposeful life at home and at work."
Satya Nadella, CEO of Microsoft
"Full of inspiring examples and practical ideas, WEconomy is a must read for anyone in business large or small looking to harness among their colleagues the power of that most natural and potent of human instincts a sense of purpose."
Paul Polman, CEO of Unilever
"The WEconomy is a blueprint for businesses wanting to achieve success while making the world a better place. Businesses that see the human, not just the customer and see the whole person, not just a payroll number. Through engaging stories and personal experiences the authors show us that the WEconomy is happening now, and importantly, WE are all responsible for its success."
Sara Blakely, founder/owner of Spanx brand
"Is it possible to merge purpose with work? Yes! WEconomy inspires us to channel our diverse backgrounds, experiences, and talents into serving causes that really matter to us and our communities."
Lynne Doughtie, U.S. Chair and CEO of KPMG
"WEconomy is an indispensable handbook for anyone who sees the need to improve the world, who wants to retain and engage employees or simply has a mandate to drive profitability."
Jane Francisco, editor in chief, Good Housekeeping
"The biggest growth market for companies today is to join in the cause of solving society′s ills. WEconomy is a fresh and innovative guide for galvanizing all of us to action."
Tom Wilson, chair of the U.S. Chamber of Commerce and CEO of Allstate
What: An introduction to the WEconony: What is it? Why now? How is it changing business for good?
Who: The authors share their personal journeys and lessons on business,
charity, and social enterprise learned the hard way.
1 Introduction: Welcome to the WEconomyCraig Kielburger, Holly Branson, and Marc Kielburger
17 Chapter 1: Growing Up BransonHolly Branson
31 Chapter 2: Breakfast and a Wake–Up CallCraig Kielburger
47 Chapter 3: From the Slaughterhouse to Social EnterpriseMarc Kielburger
Why? Because successful businesses now work for the greater good, and purpose is profitable. The stories that follow are proof that companies are thriving by tackling social issues with business plans. It s Business with Benefits for people, planet, and profit. You may sit with the investment or marketing department and think
that changing the world is the unenviable problem of the Corporate Social Responsibility team. In fact, everyone has the chance to push companies to scale social change, and to find more meaning at work.
63 Introduction: Purpose at Work: Why Business Should Get InvolvedCraig Kielburger, Holly Branson, and Marc Kielburger
71 Chapter 4: Purpose 101Holly Branson
85 Chapter 5: Inspire Brand FanaticsCraig Kielburger
97 Chapter 6: Build New ProductsMarc Kielburger
111 Chapter 7: Reinventing Your Work LifeHolly Branson
123 Chapter 8: Differentiate ProductsCraig Kielburger
135 Chapter 9: Sweat the Big and Small StuffHolly Branson
149 Chapter 10: Unlock New CustomersMarc Kielburger
159 Chapter 11: The New World of Impact InvestingHolly Branson
171 Chapter 12: Open New MarketsCraig Kielburger
183 Chapter 13: People Are Your PurposeHolly Branson
How: A step–by–step guide to embedding purpose right at the heart of everything you do, both as an individual and as a business. Find a cause that suits you, build a plan, perfect your pitch, and much more. This is everything you want to know about getting involved in the WEconomy. This is your roadmap for doing good and getting paid for it.
199 Introduction: If You Build It, They May Not Come: How to Get Purpose RightCraig Kielburger, Holly Branson, and Marc Kielburger
207 Chapter 14: Be a Purpose–Led Learning OrganizationHolly Branson
223 Chapter 15: WEconomy Impact Engineering, Step One: Find Your CauseCraig Kielburger
241 Chapter 16: WEconomy Impact Engineering, Step Two: Build a 360 Action PlanMarc Kielburger
257 Chapter 17: WEconomy Impact Engineering, Step Three: Engage Your NetworksCraig Kielburger
271 Chapter 18: It s Time to Get Your Pitch On . . .Holly Branson
289 Chapter 19: Change without CashMarc Kielburger
301 Chapter 20: Your WEconomy Assignment: Build a 100–Year Purpose PlanHolly Branson
313 Conclusion: The WEconomy Needs YouCraig Kielburger, Holly Branson, and Marc Kielburger
317 Epilogue by Sir Richard Branson
Endnotes for this book can be found at wiley.com/go/weconomy.
Craig is a New York Times bestselling author who has written twelve books. He co–founded WE Charity, lifting more than one million people from poverty. He is an MBA graduate with 15 honorary doctorates. His purpose is helping others discover their purpose. Craig lives in Toronto with his wife Leysa and son Hilson.
DR. HOLLY BRANSON
Holly, after achieving medical and physiology degrees from University College London and working as a doctor, joined the Virgin Group′s Leadership team, dedicating her time to her passions: people, culture, and purpose. She is Chair of Virgin Unite, a founder and trustee of Big Change and Co–Chair of WE Day UK. Holly lives in London with her husband Freddie Andrewes and their twins Etta and Artie.
Marc is a syndicated colum–nist read by millions. He co– founded ME to WE Social Enterprise, engaging millions of customers to drive social change. He is a Harvard and Oxford graduate, and Rhodes Scholar. He believes that purpose–driven business will change the world. Marc lives in Toronto with his wife Roxanne and daughters Lily–Rose and Violette.
Authors donate 100% of royalties to charity.
Contact authors at WEconomy@we.org