The Purpose Advantage

+ Add good Add purpose. Shake well! Add sustainability Add purpose Add happy Add consumers Add products Add employees Add to your community Add to the planet Add to society Add culture Add more Add _____(insert your idea here) Add innovation Add moxy Add caring Add love Add equality Add consciousness

How to unlock new ways of doing business.

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“The business of business is way more than just selling stuff. This book will show you how leading with values is not just the right thing to do to bring about a more sustainable world, but will actually create stronger bonds with your customers.”

Jerry Greenfield

Co-Founder Ben & Jerry's

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What people are saying

The Purpose Advantage takes a deep dive into today's modern customer, their mindset, and how your brand's purpose will inspire them. The book's many examples of successful and not so successful campaigns helped bring a deeper understanding of how purpose impacts your brand. This is not to be confused with cause marketing. Your brand's purpose is much deeper than that. Most books give you a good read and are then just put on the shelf. The Purpose Advantage gives you the opportunity to put thought into action.

Quick read with great content. It opened my eyes to how to rethink my company's purpose outside my bottom line. Real world impact can occur as you build your vision. Being intentional about our purpose for society is being built into our business model. There are great examples of companies and business leaders that helped us get the ball rolling on implementing our mission set. Thank you!

Brands are ideas and those tend to stick around. Must brands have a core purpose to turn a profit? Nope, but it helps fend off the competition once your product is no longer the key differentiator in the market. Jeff makes the case that modern brands that start with a purpose in their DNA perform and brands that have been around for a while tend to weather the storms of time by focusing on their core principles. He then gives us the plan to find, remind, or just better articulate our own brand's purpose from square one.

If you still think “competitive advantage” means better products, faster service and lower prices, then we’ve got some bad news for you...

Those days are long gone and done, my friend.

Because in today’s world, consumers are more socially conscious (and skeptical) than ever when deciding whether or not to buy from brands.

Can’t say I totally blame ‘em, either.

After all…

Theirs is a generation that’s been living and witnessing decades upon decades of the “take-make-and-waste” way of doing business…

Only to end up in a world plagued by polarized populations, climate catastrophes and income inequalities (assuming the job-stealing robots didn’t beat them to it).

Needless to say, “better products and faster services at lower prices” doesn’t hit quite as hard as it used to…

Especially not with a crowd that happens to be collectively wielding trillions-of-dollars-in-spending power… and recognizes its role in creating positive change through the company it chooses to support and buy from.

More than ever, today’s consumer values buying from brands who think, talk and act beyond the bottomline.

And if you’re not “walking the walk” as much as you’re “talking the talk”, they’ve got the tech to tune you out and tell thousands upon thousands of others to do the same based on “what you’re really about”…

Fortunately though, you don’t have to worry about going through ANY of that.

Because as it turns out, the way forward is actually quite easy.

After having talked with CEOs of super successful brands who are set in stone for success in the long-term, We can tell you that it all boils down to a simple shift in focus.

The good news?

We’ve mapped it all out in a step-by-step framework for YOU in a brand new book to easily make it for you and your business right away.

It’s called…

The Purpose Advantage: How to Unlock New Ways of Doing Business

We wrote The Purpose Advantage to help well-meaning, hard-working brands like yours stay in business with predictable profits… by showing them how to find the exact sweet spot between what they’re good at AND what the world needs.

It’s a short how-to guide that you can read in one sitting that shows you how to futureproof your brand the “right way” RIGHT away.

By the end of it, you’ll be completely capable of benefiting both the world and your business’ bottomline simultaneously and exponentially…

Inside, we share with you the success stories of big brands that are currently driving exponential levels of growth that are not only good for their profits… but also the planet and ALL its people.

And that’s just in the first half.

(For the sake of providing the “proof inside the pudding”…)

Because in the second half, we’re going to give you all the EXACT frameworks and tools for building a brand that people LOVE buying from and boasting about to their friends and family for years and years.

Inside The Purpose Advantage, you’ll discover:

Why pivoting your focus from profit to purpose gets you WAY more of both… and how a people-first approach to pizza pie got a particular brand tons more in revenue and profits.
What it means to be a “whole brand” in today’s world… and the winning conditions you can use to easily stand out from brands that are just showing up as “a mark with a message”.
How the “coal-mine canaries” of today’s world ultimately control your marketing… and ways to lean into it so you don’t end up wasting millions in PR.
Rituals & Rewards: The REAL way you can create lasting change that drives profits for both the people inside AND outside your business.
Understanding The Value Chain: How to make sure you're growing your business based on what your customers want (instead of what you’re trying to sell).
The ONE advantage your brand has over any competition… and how to tap into it fully so both your employees and customers are proudly powering up your popularity (without you even having to ask them to)...
Is your purpose a liability or asset? Find out exactly how brands in both the public and private spheres are making sure their purpose is anything but the former (so you can do the same without worry)...
The 4 frameworks for honing in on your brand’s best purpose advantage… with dozens of exercises to help you define and act on it sooner (rather than way later or never)...

And lots, lots more!

WHY YOU SHOULD LISTEN TO JEFF FROMM AND PHILIPPA CROSS

Jeff Fromm, Partner at Barkley & Author “The Purpose Advantage: How To Unlock New Ways of Doing Business”

Jeff is a partner at Barkley (www.barkleyus.com), the largest Certified B Corp ad agency in the US. He’s a 5X author and contributor at FORBES. He led the first public study of Millennials as Consumers in a research partnership with the Boston Consulting Group (2011) which led to his book “Marketing to Millennials” (Harper Collins, 2013). Jeff graduated from The Wharton School & attended The London School of Economics.

Jeff currently serves as an Independent Director at Three Dog Bakery and BioStar Renewables. Dark chocolate is his kryptonite.

Jeff’s work can be seen on CNBC and Time.

Philippa Cross, Sustainability Strategist

Philippa Cross leads Sustainability at Barkley where she helps brands combine purpose & culture to drive sustainable business. She has a Masters Degree in Sustainability Leadership from the University of Cambridge, and earned her stripes working at Unilever developing the Unilever Sustainable Living Plan. Prior to that she worked on creating N’Ice Dairy Air aka Carbon Neutral, Fairtrade ice cream at Ben & Jerry’s. 14 years in, and her favorite ice cream is
still Phish Food.

Why You Should Listen to JEFF FROMM and Philippa Cross

Jeff Fromm, Partner at Barkley & Author “The Purpose Advantage: How To Unlock New Ways of Doing Business”

Jeff currently serves as an Independent Director at Three Dog Bakery and BioStar Renewables. Dark chocolate is his kryptonite.

Jeff’s work can be seen on CNBC and Time.

Philippa Cross, Sustainability Strategist

Philippa Cross, also known as Pip, leads Sustainability at Barkley where she helps brands combine purpose and culture to drive sustainable business. She has a Masters Degree in Sustainability Leadership from the University of Cambridge, and earned her stripes working at Unilever developing the Unilever Sustainable Living Plan. Prior to that she worked on creating N’Ice Dairy Air aka Carbon Neutral, Fairtrade ice cream at Ben & Jerry’s. 14 years in, and her favorite ice cream is still Phish Food.

Pre-Order Our Book Today, And WE’ll Throw In These FOUR Bonuses For You:

Bonus #1

Meet the Author

Enjoy a coffee on Jeff in any city he’s speaking at this summer.

Bonus #2

Behind The Scenes

Get in-depth access to the new research to deepen your understanding.

Bonus #3

Have Jeff Come Speak

Jeff will do a 5-10 min Ted-style talk for your leadership team.

The Purpose Advantage

bulk order today

Ordering options for multiple copies of The Lifestyle Investor! Share with your team, clients, family, and community. You will not regret providing the gift of passive income, long-term equity, and achieving financial freedom.

All book sale proceeds are donated to charity.

$127.41

10 Paperback books

$127.41

10 Paperback books

$127.41

10 Paperback books

$127.41

10 Paperback books

What Everyone’s Saying About The Book...

A must read for all companies wishing to lead with purpose effectively. A fantastic practical guide. I loved the way Jeff outlined this book to be both informative and interactive.

The Purpose Advantage is your key to reaching and retaining the modern consumer. Fromm provides excellent insights and current brand examples in this “how-to” guide for cultivating your brand’s purpose.

Jeff gives us a plan to find and better articulate our own brand’s purpose from square one. I facilitate a lot of workshops and books like “The Purpose Advantage” allow me to add more breadth to my own service. Great stuff.

Provides a guide on how to find your brand’s reason for existing beyond profit. An easy read with rich illustrations, examples and exercises that allowed me to apply the learnings immediately.

An entertaining read that uses storytelling and analogies to demystify theory. With interviews from industry heavyweights who know their stuff and useful tips on how to take the ideas and apply them to your own brand. Recommended reading.

The Purpose Advantage shows you how successful brands today are using purpose to power up their profits and the exact step-by-step framework you can use to do the same for your business.

Inside, Jeff and Pip share with you case studies and actionable strategies that’ll help you find the perfect sweet spot for what your business is good and what the world needs,

All book sale proceeds are donated to charity.