Craig Kielburger & Holly Branson 
WEconomy 
You Can Find Meaning, Make A Living, and Change the World

Change the world and drive profit with smart, sustainable strategy

WEconomy introduces the modern evolution of business: profit for purpose and purpose for profit. Purpose is the business world’s biggest advancement since the assembly line, and both top talent and quality consumers are making their preferences known. This book fuses social purpose with for-profit business models to provide clear-cut strategies for implementing the WEconomy model. Purpose is important, but it must be executed effectively throughout marketing, customer experience, B2B relationships, and more; purpose can even open up new markets and drive growth from previously untapped segments–but your social mission needs to be as sustainable as your business plan. This book gives you real, actionable strategies for interweaving purpose and profit for the long haul.

From the overall mission to the day-to-day operations, your business impacts the world; make that impact positive, and make it last with key insights and proven strategies.
* Learn how purpose and profit are becoming increasingly linked
* Explore real-world strategies for boosting productivity and performance
* Merge your organization’s social mission with its business plan
* Leverage positive impact into customer and employee loyalty

The markets with the highest spending power are flocking to socially-responsible companies. World-class talent across industries is increasingly dedicated to companies that make a positive social impact. The market has spoken, and it is demanding that businesses take up the reins and stand for something more than just profit–but this movement itself has become a tremendous source of revenue. WEconomy provides smart strategies for implementation to help you clear a path to profit with purpose.

Table of Content

ix Foreword by Sheryl Sandberg

Part One

What: An introduction to the WEconony: What is it? Why now? How is it changing business for good?

Who: The authors share their personal journeys and lessons on business, charity, and social enterprise–learned the hard way

1 Introduction: Welcome to the WEconomy
Craig Kielburger, Holly Branson, and Marc Kielburger

17 Chapter 1: Growing Up Branson
Holly Branson

31 Chapter 2: Breakfast and a Wake-Up Call
Craig Kielburger

47 Chapter 3: From the Slaughterhouse to Social Enterprise
Marc Kielburger

Part Two

Why? Because successful businesses now work for the greater good, and purpose is profitable. The stories that follow are proof that companies are thriving by tackling social issues with business plans. It’s ‘Business with Benefits’–for people, planet, and profit. You may sit with the investment or marketing department and think that changing the world is the unenviable problem of the Corporate Social Responsibility team. In fact, everyone has the chance to push companies to scale social change, and to find more meaning at work.

63 Introduction: Purpose at Work: Why Business Should Get Involved
Craig Kielburger, Holly Branson, and Marc Kielburger

71 Chapter 4: Purpose 101
Holly Branson

85 Chapter 5: Inspire Brand Fanatics
Craig Kielburger

97 Chapter 6: Build New Products
Marc Kielburger

111 Chapter 7: Reinventing Your Work Life
Holly Branson

123 Chapter 8: Differentiate Products
Craig Kielburger

135 Chapter 9: Sweat the Big and Small Stuff
Holly Branson

149 Chapter 10: Unlock New Customers
Marc Kielburger

159 Chapter 11: The New World of Impact Investing
Holly Branson

171 Chapter 12: Open New Markets
Craig Kielburger

183 Chapter 13: People Are Your Purpose
Holly Branson

Part Three

How: A step-by-step guide to embedding purpose right at the heart of everything you do, both as an individual and as a business. Find a cause that suits you, build a plan, perfect your pitch, and much more. This is everything you want to know about getting involved in the WEconomy. This is your roadmap for doing good and getting paid for it.

199 Introduction: If You Build It, They May Not Come: How to Get Purpose Right
Craig Kielburger, Holly Branson, and Marc Kielburger

207 Chapter 14: Be a Purpose-Led ‘Learning Organization’
Holly Branson

223 Chapter 15: WEconomy Impact Engineering, Step One: Find Your Cause
Craig Kielburger

241 Chapter 16: WEconomy Impact Engineering, Step Two: Build a 360 Action Plan
Marc Kielburger

257 Chapter 17: WEconomy Impact Engineering, Step Three: Engage Your Networks
Craig Kielburger

271 Chapter 18: It’s Time to Get Your Pitch On
Holly Branson

289 Chapter 19: Change without Cash
Marc Kielburger

301 Chapter 20: Your WEconomy Assignment: Build a 100-Year Purpose Plan
Holly Branson

313 Conclusion: The WEconomy Needs You
Craig Kielburger, Holly Branson, and Marc Kielburger

317 Epilogue by Sir Richard Branson

320 Appendix

322 Acknowledgments

About the author

CRAIG KIELBURGER
Craig is a New York Times bestselling author who has written twelve books. He co-founded WE Charity, lifting more than one million people from poverty. He is an MBA graduate with 15 honorary doctorates. His purpose is helping others discover their purpose. Craig lives in Toronto with his wife Leysa and son Hilson.

DR. HOLLY BRANSON
Holly, after achieving medical and physiology degrees from University College London and working as a doctor, joined the Virgin Group’s Leadership team, dedicating her time to her passions: people, culture, and purpose. She is Chair of Virgin Unite, a founder and trustee of Big Change and Co-Chair of WE Day UK. Holly lives in London with her husband Freddie Andrewes and their twins Etta and Artie.

MARC KIELBURGER
Marc is a syndicated colum-nist read by millions. He co- founded ME to WE Social Enterprise, engaging millions of customers to drive social change. He is a Harvard and Oxford graduate, and Rhodes Scholar. He believes that purpose-driven business will change the world. Marc lives in Toronto with his wife Roxanne and daughters Lily-Rose and Violette.

Authors donate 100% of royalties to charity.

Contact authors at WEconomy@we.org