Westaway Profit & Purpose

How Social Innovation Is Transforming Business for Good
1. Auflage 2014
ISBN: 978-1-118-70855-2
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: 0 - No protection

E-Book, Englisch, 224 Seiten, E-Book

Reihe: Wiley Nonprofit Authority

Why has Warby Parker been able to make such dramatic inroadsagainst the behemoths in the long established eyeglass market? Howhas Method revolutionized the soap aisle? Amid the cacophony ofonline retailers, why has Etsy seen such explosive growth, with2013 annual sales north of $1 billion?
These companies all have been disruptive because they areoperating from a strong social/environmental purpose. They areproving a counterintuitive truth - purpose can drive profits.But it's not just innovative startups that are getting in onthe action. Blue chip companies such as Nike, Coca-Cola and IBM areinnovating within their organization to create a positive socialand environmental impact globally.
This is not a trend. It's the future of business.
Based on in-depth interviews with founders, Profit & Purposeprofiles a number of the most successful pioneers of this new wayforward, telling the stories of thirteen social enterprises rangingfrom non-profits like Charity:Water and DonorsChoose.org, tofor-profits, like Method and Burts Bees; from startups like Etsyand Warby Parker, to multinational corporations with marketcapitalizations in the hundreds of billions, like Coca-Cola, IBMand Nike. Kyle Westaway digs beneath the public stories of theseorganizations' success to reveal how they have harness thepower of purpose.
Taking readers behind the scenes, he shows how these leadingsocial enterprises progressed from concept to scale, how theyovercame common pitfalls, and how they managed to find an optimalbalance between their mission and their business mandates. Westawayreveals that though there is no magic bullet formula thatguarantees success, there are seven core practices that distinguishthese market leaders from the pack of contenders. They are:
* DISCOVER THROUGH CURIOSITY // Finding the rightopportunity catalyzes impact.
* DESIGN WITH HUMILTY // Prioritizing users creates killerproducts.
* BUILD THROUGH HUSTLE // Rallying people creates criticalmomentum for launch.
* FUND BY COMMITMENT // Aligning funders around a vision createstrue partnerships.
* CONNECT WITH AUTHENTICITY // Authentic connection builds amovement.
* SCALE THROUGH COMMUNITY // Focusing on culture ensures smartgrowth.
* EVALUATE WITH HONESTY // Honest measurement ensures continualimprovement.
Profit & Purpose takes the literature on socialentrepreneurship an important step forward, providing the practicaltools for turning good intentions into breakaway success.

Autoren/Hrsg.

Westaway, Kyle

Inhaltsverzeichnis

Acknowledgments ix
Introduction xi
Moving Beyond Shareholder Value xvi
Moving Beyond Giving xvii
A Better Way Forward xx
Can I Really Do Well and Do Good? xxii
How Social Enterprises Are Leading the Way xxiv
What Sets These Social Enterprises Apart? xxviii
Behind the Scenes xxx
1 Discover Through Curiosity 1
Identifying the Problem of Eyeglasses 2
Recognizing the Right Problem for You 6
A New Kind of Marketplace 13
Method to Their Madness 15
Inspiration at a Sleepy Roadside Stand 17
Innovation from Within 19
The Bumpy Path to Innovation 21
Africa's Moonshot 22
Key Takeaways 25
2 Design with Humility 29
Bringing Brilliant Design to the Poor 31
Letting the Users Guide You 34
Discovering You Need to Pivot 36
Don't Underestimate the Challenges of Distribution 37
You Don't Need to be an Expert 37
Embracing Challenges 41
User Testing Has Many Benefits 43
Knowing What to Outsource 43
Finding Early Adopters Takes Work 44
Creating Demand 45
Good News Travels Slow 46
Key Takeaways 48
3 Build with Hustle 51
The Intuitive Hustle 52
The Strategic Hustle 57
Best Laid Plans 59
Beating the Burn Rate 62
Simple and Sincere Can Work Wonders 68
Key Takeaways 70
4 Fund Through Commitment 73
Promoting a New Version of Capitalism 74
When Profit Trumps Purpose 75
The Benefits of the Benefit Corporation 76
The True Cost of Free Money 76
Smart Crowdfunding 78
Kickstart 80
Follow-On Funding 83
Going to the Well 86
Embrace 2.0 88
Vision Capital 91
Not Having to Ask for Money Again 94
Investing in the Ecosystem 97
Key Takeaways 98
5 Connect with Authenticity 101
Values Drive the Brand 103
Establishing the Brand Hierarchy 104
Give Them a Delightful Experience 106
Reworking One for One 107
Offer Delightful Experiences 108
Selective Partnerships 109
Hit the Road Jack 110
The Marketing Method to the Madness 111
Don't Talk at Your Customers, Listen to Them 118
Building a Community 119
Press Coverage Trumps Ads 120
Build Momentum with a Pre-Launch Campaign 121
Key Takeaways 123
6 Scale Through Community 125
Making a Mission Truly Meaningful 126
Keeping on Top of Employee Engagement 128
Wild Growth 131
Keeping the Magic Alive 133
The Limits of Hustle--Tough Decisions 134
Selling Doesn't Necessarily Mean Selling Out 135
A Road-Side Startup Goes Corporate 136
Dumpster Diving 138
A More Sustainable Supply Chain 139
Learning from the Big Guys 141
Becoming More Innovative 142
Sticking with Strengths 143
The Challenges of a New Location 146
Your Reputation May Precede You, But You Need Community Support149
Key Takeaways 150
7 Evaluate with Honesty 153
Baking Metrics Into Your Process 153
Considered Design 154
Throw It Over the Wall 157
Measuring Your Footprint 160
Learning to Love Data Mining 161
Hacking Education 162
The Bigger You Are, the More Data You Have 164
Collecting Data Over Time 166
Key Takeaways 168
Conclusion 173
About the Website 177
Index 179

Über Autor(innen)

KYLE WESTAWAY is Founding Partner at Westaway & Co., an innovative Brooklyn law firm that counsels social entrepreneurs, and a Lecturer on Law at Harvard Law School, where he co-teaches a course on social entrepreneurship.
He writes on social innovation, entrepreneurship and emerging markets for The Guardian, The Wall Street Journal, TIME and Quartz. He launched socentlaw.com, a blog on the legal side of social enterprise, and careerinbeta.com, a blog on the future of work.
Kyle co-founded Biographe, a socially conscious fashion brand employing and empowering survivors of the commercial sex trade in Southeast Asia. He advises companies on social innovation strategy and speaks around the country on social entrepreneurship and the future of work. Kyle also serves as a mentor for Harvard's I-Lab and Praxis.