Product 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.

Product Details

• Amazon Sales Rank: #343645 in Books
• Published on: 2005-01-21
• Original language: English
• Binding: Paperback
• 176 pages

Business Advisor, No 25, Autumn 2005
"...one of the easiest business reference books that I have had the pleasure of reading...I highly recommend this book..."

Review
"...one of the easiest business reference books that I have had the pleasure of reading...I highly recommend this book..." (Business Advisor, No 25, Autumn 2005)

From the Inside Flap
Do you dream of stepping off the corporate treadmill? Do the politics and greed of corporate life leave you cold? It doesn’t have to be like that. Authentic Business shows that business can be positive, fun and meaningful – as well as profitable.

Using inspiring examples from those who have made the leap, Authentic Business takes you, step by step, through the ‘why?’ and ‘how?’ of starting a business that comes naturally to you and respects others. It picks up where Authentic left off, this time applying the principles of sustainable behaviour to business:

• A purpose beyond profit
• A purpose that is profoundly held
• A purpose that is socially and/or environmentally positive
• Integrity between communication and action
• Respect for others
• Sensibility to exploitation of resources and customers
• A distinct and unique business personality.

Businesses that understand these principles, like innocent, Yeo Valley, Howies and Doves Farm, are thriving. Authentic Business shows why everyone should support them and how to turn your business idea or your organization along the same path.

Customer Reviews

Crofts Craft
This is a book for thinkers, rather than doers. That's not a problem if you enjoy a good and challenging read. If you're looking for step-by-step pointers on how to create and run your perfect business, prepare for disappointment. The book's subtitle isn't quite as authentic as it might be; it's more of a "why to" than a "how to".

Will this book inspire you to get on with launching your authentic business? Maybe, though I suspect most readers have taken that first step of thinking there has to be something fairer, better, more ethical and less oppressive out there. Will this book make you think more clearly and definitively about launching your authetic business? Yes, absolutely.

A one chapter book
This is another business book based on a great idea, that only needs one chapter to explain that idea. The remainder of the book adds nothing new.

If the idea doesn't justify a whole book - please just sell me a chapter.