Authentic Business ─ How To Create And Run Your Perfect Business

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.

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
they can learn from, as well as support and inspire, each other, and encourage the progress of conscious business into the mainstream business culture.
Authentic Capital – funding Authentic Businesses to do what they do better and enabling investors to fund businesses that match their values. (Launch summer 2005)
Authentic Centres – A network of retreat centers to allow people the mental space to reconnect with their natural intuition, love and spirit so that they can make authentic choices away from the normal distractions and general noise of life. (Launch 2005)
Authentic Education – A network of organizations to prepare children for adulthood
and repair adults from childhood in a way that celebrates diversity and creative freethinking as opposed to oppressive and restrictive conformity.(Launch 2005)
Neil’s mission is to change the way business is done on the planet, and through his network of ventures, to ensure that everyone has the ability to conduct their work life in a way that is sustainable and with a positive and profoundly held purpose – in short, Authentic.

"...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)

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.
Neal� ™s Yard Remedies.
Triodos Bank.
Happy Group.
Appendix
The Authentic Partnership.
Resources.
Index.