WEconomy

revealing and purposeful (Economia, April 2018) a collection of engaging case studies around the importance of embedding purpose at the core of business. (FTAdviser.com, April 2018)

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

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 enterpriselearned 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. Its Business with Benefitsfor 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: Its 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