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Authentic Business: How to Create and Run Your Perfect Business

Authentic Business: How to Create and Run Your Perfect Business

Neil Crofts

ISBN: 978-1-841-12649-4

Mar 2005

176 pages

Select type: Paperback

Out of stock



  • 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.
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.




3. Being an Authentic Business.

Leadership and management.


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.

Nealâ??s Yard Remedies.

Triodos Bank.

Happy Group.


The Authentic Partnership.



"" 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)