How to profit with purpose

A new book by Carolyn Butler-Madden explores the rise in social purpose in business and why it matters for employee engagement and customer retention.

Social purpose in business has become increasingly important for employee engagement and customer retention, yet many leaders still struggle to understand what it means for their business. So, how can defining your purpose help you grow a profitable business that people love?

In her new book, For Love & Money (Publish Central, $34.95), purpose specialist Carolyn Butler-Madden draws upon extensive experience and research to provide a practical guide on how to profit with purpose. She shows readers how to be a business led by a higher purpose and why it matters, how to define and embed meaningful purpose in your organisation (and brand) and a framework to identify and articulate your purpose.

Sharing inspiration from organisations such as Intrepid Travel, Patagonia, Unilever and PayPal, Butler-Madden explores the intrinsic connection between the two things that drive successful purpose-led businesses: Love (of people, planet and humanity – the raw emotion behind purpose) and Money (profit and commercial success).

When purpose drives profit, it offers the ability to be ambitious in the change you seek to create over the long term. Meanwhile you build a meaningful business for everyone involved; you attract invested employees, customers, and investors; and you build trust, the currency of a valued business, says Butler-Madden.

Written for business leaders of any size organisation, For Love & Money shows how to reimagine your business and the higher purpose to drive its success into the future.

Author Carolyn Butler-Madden (pictured) is inspired by a future where business is a force for good and brands drive profit through purpose. Her mission is to make social purpose a vital part of business in Australia and beyond. She does this through speaking, writing and consulting, and advising small, medium and large organisations.