Table of Contents

1. What Makes a Business Authentic?
Purpose beyond profit.

Profound purpose.

Being socially and or environmentally positive.

Integrity between communications, actions, beliefs and values.

Respect for our cohabitants on this planet.

Being distinct and unique.

2. Starting an Authentic Business.

Identifying your purpose.

Designing a business.

Funding.

Planning.

Recruitment.

3. Being an Authentic Business.

Leadership and management.

Suppliers.

Staff and personal development.

Meeting in Open Space.

Sales and marketing.

Finance and accounting.

Exit strategies and succession planning.

4. Case Studies and Resources.

Good Energy.

Doves Farm.

Nealâ??s Yard Remedies.

Triodos Bank.

Happy Group.

Appendix

The Authentic Partnership.

Resources.

Index.

See Less
Author Information

NEIL CROFTS is the author of Authentic: How to Make a Living by Being Yourself and the architect of a radical new way of looking at business. After years of feeling the tension between what he did and what he wanted to do, he saw the light and took control of his life, forming Authentic Business. From this initial idea, Neil has begun to create the Authentic Partnership, which is made up of five key enterprise communities that connect with and support one another. They are: Authentic Guides – a community of business service professionals, ranging from accountants and lawyers to healers and coaches, all of whom are dedicated to changing the way business is done for the better. See www.authenticguides.com
Authentic Business Network – designed to connect authentic businesses together so that

Description

Authentic Business shows that it is possible to start a successful business without selling out your values. It shows that business does not have to be exploitative, greedy and devoid of meaning.
Takes you step by step, through the 'why?' and 'how?' of starting and running your own business.
Neil Crofts uses inspiring examples of those who have achieved their dreams on authentic lines.
Taps into a huge, hungry market for good quality business start-up books.