I recently had the opportunity to have a conversation with Neil Crofts who has written several books on authenticity and business. Jim and I cite him, in fact, on p. 123 of Authenticity in our section on “Sense of Purpose”. There we quote his book Authentic Business: How to Create and Run Your Perfect Business thusly:
“Neil Crofts, founder of Authentic Business in the United Kingdom [now Authenticus based in Mallorca], believes that “purpose beyond profit” is fundamental to making a business authentic; it “shines through in every aspect of what it does . . . In this way, everyone coming into contact with the business will experience the integrity of its purpose — the absolute congruence between what it says it stands for, what it thinks, what it believes, and what it actually does.”
Neil recorded our Skype conversation and placed it on his website, so I do encourage you to give a listen to this The Authentic Business Podcast. Once I stopped treating it as an interview and engaged in a real conversation, it became a pretty good discussion!
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