Decoding Purpose

Welcome to another episode of the DNA Of Purpose Podcast.Today's guest is Afdhel Aziz and he is one of the most inspiring voices in the global movement of business as a force for good. Afdhel is on a mission to solve one of the biggest problems facing companies and individuals in the 21st century: how to find purpose and meaning in the work we do, and unlock the power of business to do good in the world.He is the co-author of the best-selling book about purpose-driven brands Good is The New Cool: Market Like You Give A Damn, and his recent release ‘The Principles of Purpose’ which we will be unpacking in more detail today.Af is also the Co-Founder & Chief Purpose Officer at Conspiracy of Love, a certified B Corp and the world’s most inspiring purpose consultancy. He advises some of the world’s largest companies like Adidas, Unilever, AB Inbev, Mondelez, Diageo, PepsiCo and more on how their brands can do good and make money. He’s also a respected contributor at Forbes where his weekly column covers the fr