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Index
Cover
Praise for WEconomy
Title Page
Copyright
Foreword
Part One Introduction: Welcome to the Weconomy
Chapter 1: Growing Up Branson
Mom, Dad, Sam . . . and Dreams of Being a Doctor
Mind the Gap
My Legacy at Home
Virgin Group by the numbers (2017)
Chapter 2: Breakfast and a Wake-Up Call
The Tween's Guide to Starting a Charity
Schooled by Oprah Winfrey
North America and the United Kingdom*
Around the World
Frequent Flier Finds His True North
Chapter 3: From the Slaughterhouse to Social Enterprise
Growing Up Kielburger
Water Boy to the Prime Minister
Enterprising for Good
How Many Hoops do you have to Jump through to do a Good Thing?
Part Two Introduction: Purpose at Work: Why Business should Get Involved
Chapter 4: Purpose 101
What is Purpose?
Purpose 101 (the Virgin Way)
Chapter 5: Inspire Brand Fanatics
Can Your Team Make a Difference?
You Can't Buy That Kind of Press3
WE Day 101
Solving the Trust Deficit
Bullies vs. Friends Who Share with Friends
Chapter 6: Build New Products
Chapter 7: Reinventing Your Work Life
So, What's a Social Intrapreneur Anyway?
Want to Reinvent Your Job with Purpose? Build These Traits3
Railway Town: Platform for Social Good
Getting Local Businesses on Board
Don't Change Companies— Change the Company You're In
Chapter 8: Differentiate Products
Changing the World, One Shower at a Time
A Step-by-Step Plan
Chapter 9: Sweat the Big and Small Stuff
Sweating the BIG Stuff: Where Do You Even Begin?
So What Are We Doing about Carbon?
A New Global Carbon Agreement for International Aviation—It's a Massive Deal, in More Ways Than One
Low-Carbon Jet Fuels: Pipe Dream or Reality?
It's Not ALL about Carbon . . .
Manage Your Supply Chain
Chapter 10: Unlock New Customers
Purpose Unlocks New Customers.
Chapter 11: The New World of Impact Investing
So What Is It?
mOm Incubators: Virgin's First Official Impact Investment
Impact Investing: The Future Is Now
Chapter 12: Open New Markets
Social Entrepreneur Seeks Investors17
A Market-Based Response to a Life or Death Crisis
Chapter 13: People are Your Purpose
Who Are Your People? The Biggest Workforce in the World
Dispelling the Millennial Myths
The Job Hunt
B Team Purpose Statement
Here Are a Few More Things We Do to Make Sure Our Team Is Part of a Community
Daydreaming about a Holiday at Your Desk? Get Up and Go . . .
Part Three Introduction: If You Build It, They May Not Come: How to Get Purpose Right
Chapter 14: Be a Purpose-led “Learning Organization”
Big Change's Journey to Becoming a Learning Organization
Big Lessons Learned
Chapter 15: Weconomy Impact Engineering, Step One: Find Your Cause
Too Much of a Good Thing
Lens One: Your Why
Lens Two: Your Assets
Lens Three: Your Stakeholders
Team and Customers
Community Groups
Touchdown
Chapter 16: Weconomy Impact Engineering, Step Two: Build a 360 Action Plan
An Action Plan Forces you to Decide: What are you Going to do About Your Cause, Exactly?
Fulfill Corporate Objectives
For companies, here's a list of sample questions by department:
Own an Outcome: Find a KPI you can take credit for
Measure the Outcome
Buy an Outcome: Costing Out Social Change
Charitable Returns: Cost per Social Outcome
Chapter 17: Weconomy Impact Engineering, Step Three: Engage Your Networks
Employee Engagement by the Tier: A Pyramid
Frontline Worker Incentives: Purpose Can Increase Productivity
External Networks: Customer Engagement
Supplier Relations
Chapter 18: It's Time to Get Your Pitch On . . .
Finding Your Ideal Purpose Partner the Big Change Way
Gain the knowledge you need to be the most positive disruptors for change that you can be.
You Aren't the First and You Won't Be the Last
Know Your Dragon
Keep It High Level
Know the Details
Be Yourself
Chapter 19: Change Without Cash
Become a Professional at Pro Bono: A Snapshot of WE's In-Kind Offers
Want to Give Back? Head to the Mall
Don't Show Me the Money
Good Housekeeping: Our Deal with a Seal
Chapter 20: Your WEconomy Assignment: Build A 100-Year Purpose Plan
But Then Again Pretty Much Anything is Possible When Two Visionaries Unite …
Tips to Kick-Start Your Weconomy 100-Year Purpose Plan:
Conclusion: The Weconomy Needs You
Epilogue
Appendix
Acknowledgments
End User License Agreement
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