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"The Power of Purpose: Inspiring Socially Conscious Content for Business Success" with Afdhel Aziz


This week’s special guest on the UpLevel Podcast is Afdhel Aziz, a successful marketer turned purpose-driven brand consultant and Chief Purpose Officer of Conspiracy of Love. His journey from corporate life to becoming an advocate for social responsibility is truly inspiring. Afdhel's journey began with an eye-opening experience during the South Asian tsunami in Sri Lanka, which inspired him to shift focus from consumerism towards making meaningful contributions to society. This led him to co-author "Good Is The New Cool: Market Like You Give A Damn," highlighting the growing trend of purpose-driven brands.

Listen in to hear more about his philosophy, which revolves around continuous learning, stepping out of comfort zones, and focusing on what truly matters in life. He believes that joy stems not just from success but also from creativity and a balance between personal and professional lives.

In this Episode:

  • Learn about Afdhel's background, including his career with global brands like Procter & Gamble, Nokia, Heineken, and Absolut Vodka.

  • Discover Conspiracy of Love - a consultancy advising Fortune 500 companies on social responsibility.

  • Explore Afdhel’s contributions as a speaker at renowned platforms such as TEDx and SXSW and as a writer for Forbes, focusing on business innovation through social purpose, among others.

  • Hear about Afdhel’s personal commitment to maximizing privilege by expressing purpose through various means, including books that help organizations operate from a place of purpose.

  • Listen to insights gathered from over 500 Forbes articles centered around individuals who've found their work's purpose, which informs his global talks, books, and consultancy services.

  • Understand Tru Pettigrew's GPS methodology (Gifts/Passions/Serve)

  • Gain inspiration from how storytelling became key in aligning passion with service, leading him to assist brands via Conspiracy of Love firm after realizing business could be used for good while writing “Good as New Cool.”

  • Discover Afdhel’s insight into collaborative creativity and how their publishing strategy worked out great.

  • Get a sneak peek into Afdel’s upcoming third book, which encapsulates everything learned regarding finding one's true calling.

Order of Topics:

  • Afdhel's Career with Global Brands

  • “Good Is The New Cool: Market Like You Give A Damn”

  • The Aftermath of the South Asian Tsunami

  • Conspiracy of Love

  • Afdel's Influence and Contributions

  • Purpose-Driven Life

  • Unifying Organizational and Personal Purposes

  • The GPS Methodology

  • Journey Evolution

  • Collaborative Creativity

  • Afdhel’s Future Plans

About Afdhel:

Afdhel Aziz is a bestselling author, visionary founder, and keynote speaker. He is on a mission to solve one of the biggest problems facing individuals and companies in the 21st century: how to find purpose and meaning in their work and unlock the enormous power of business to do good in the world. He is the Founder and Chief Purpose Officer at Conspiracy of Love, a global purpose consultancy that works with Fortune 500 companies—including Adidas, PepsiCo, Sephora, Microsoft, Unilever, Diageo, AB InBev, and more—to help them grow their businesses by doing more good in the world.

Conspiracy of Love has helped major corporations invest millions of dollars into causes like racial justice in education, food insecurity, childhood hunger, and arts education, partnering them with leading non-profits like Feeding America, the Boys and Girls Clubs of America, and the Thurgood Marshall College Fund. Conspiracy of Love is a proud Minority-Owned Business and Certified B Corp.

He is also the Co-Founder of Good is the New Cool, a creative company and content incubator focused on creating positive stories that fill the Hope Gap. Good is the New Cool produces books, podcasts, TV shows, and a global conference series called GoodCon that has taken place in Los Angeles, London, Sydney, and New York.

Afdhel is the co-author of the best-selling book “Good is the New Cool: Market Like You A Give a Damn" and the follow-up “The Principles of Purpose, as well as writing 'The Power Of Purpose” column in Forbes. He is also an internationally renowned keynote speaker featured at the Cannes Lions, YPO, SXSW, Forbes CMO Summit, Advertising Week, Conscious Capitalism, and the Fast Company Innovation Festival. He lives in Los Angeles, California with his wife and son.

Conspiracy of Love Website:

Good is the New Cool Website:

Good is the New Cool Instagram:

“Good is the New Cool” Book Purchase Link: Amazon

About UpLevel Productions: Founded by Christie Mann, MA, CPCC, PCC, and Rachel Baldi, CPCC, PCC, UpLevel creates, produces, and delivers Transformative Experiences, Workshops, Training, Events + Media that develop leaders who make our world a healthier, more alive, and connected place to be. As Associate CTI Faculty Partners, UpLevel is licensed to sell, produce and deliver Co-Active coach training and leadership development programs around the world to support the transformational growth of individuals and culture inside the workplace and organization. Instagram @uplevelproductions Facebook & LinkedIn @uplevelproductionscompany

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