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Authentic Business: How to Create and Run Your Perfect Business [Paperback]

Neil Crofts
3.0 out of 5 stars  See all reviews (2 customer reviews)
RRP: 12.99
Price: 9.94 & FREE Delivery in the UK on orders over 10. Details
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Book Description

21 Jan 2005
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.

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Authentic Business: How to Create and Run Your Perfect Business + Authentic: How to Make a Living by Being Yourself
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Product details

  • Paperback: 176 pages
  • Publisher: Capstone (21 Jan 2005)
  • Language: English
  • ISBN-10: 1841126497
  • ISBN-13: 978-1841126494
  • Product Dimensions: 23.1 x 15.2 x 1.5 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 832,533 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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" 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.

Inside This Book (Learn More)
First Sentence
Purpose beyond profit is the key to success for authentic businesses. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
20 of 20 people found the following review helpful
4.0 out of 5 stars Crofts Craft 28 Feb 2005
By A Customer
Format:Paperback|Verified Purchase
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.
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2.0 out of 5 stars A one chapter book 17 May 2009
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.
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Most Helpful Customer Reviews on (beta) 2.0 out of 5 stars  1 review
1 of 2 people found the following review helpful
2.0 out of 5 stars Touchy-Feely nonsense but a few good ideas.. 27 July 2010
By Brian Dear - Published on
Croft's Authentic Business sounds good when talking with a group of friends who are distressed at the "evils" of corporation, but in the real world it's a book that might interest a college freshmen who votes for the Green Party without any experience in running businesses or participating in the marketplace. Croft spends the introduction recycling the same arguments from various Socialistic groups decrying the productivity of the West, claiming that it's "unsustainable" -- whatever that means. He claims that corporations exist only to enrich senior executives and shareholders while ignoring the "people." Note to Mr. Croft: shareholders ARE people. Workers in these corporations ARE people too. The biggest premise (and biggest problem) with this book is that he suggests that businesses should have a "purpose beyond profit." Ok. And schools should have a purpose beyond education and hospitals should have a purpose beyond healing. I guess as long as everyone "feels" good, then profits are irrelevant.

Wrong. What croft fails to understand is that the profit motive is what leads companies to greater efficiencies and greater productivity, thus ultimately resulting in a net gain for the economy (and everyone in it.) Think of the waste of a company when profit isn't the primary purpose. Think of how the unions have destroyed Michigan -- the unions don't care about efficiency (and thus profit) -- they only care about their own agenda. As a result, automakers have laid off thousands and profits for GM have been in the tank for years. If the unions were concerned about efficiency and profits -- GM would actually be profitable and there would ultimately be more jobs created.

Authentic Business has some good ideas about being a "good" company and making employees excited about their jobs. Those are always great ideas -- but feeling good about your job or company is useless if the company isn't making profits. The old tired drivel about the "evil shareholders" and "senior executives" is just Socialist rot. The class warfare arguments are getting old.

Shareholders are you and me -- pension funds, retirement accounts -- all are "shareholders." That means that you and I have a vested interest in profits, even if in directly. After all, if you company isn't concerned about profit, it will likely not stay in business very long. There's a reason that these socialist-styled (un-profit) companies stay small and ultimately create less jobs.

Efficiency and profits ultimately create jobs and raise the standard of living. I'm not going to go into an economic lesson, but the short answer is: Authentic Business is a classic argument from the so-called "Progressives" that likely have never ran a business or risked everything to try and create a company and put people to work.
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