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For Love & Money : How to Profit with Purpose and Grow a Business with Love - Carolyn Butler-Madden
2022 Australian Business Book Award Winner

For Love & Money

How to Profit with Purpose and Grow a Business with Love

By: Carolyn Butler-Madden

Paperback | 11 October 2021

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How does purpose help you grow a profitable business that people love?

What exactly does it mean to be a purpose-led business?

What higher purpose should your business serve and how do you serve it in a meaningful way?

Purpose in business has become a common expectation, from employees, customers and investors. Yet many business leaders struggle to understand what it means for their business.

For Love & Money offers clarity on the most recent evolution of organisational purpose. It equates the demand for purpose in business with social purpose. Business as a force for good. Sharing inspiration from businesses such as Intrepid Travel, Outland Denim, Patagonia, Unilever, PayPal and Future Super, this book makes a powerful connection between the two things that drive social purpose-led businesses (which are inextricably linked):

LOVE. Of people, planet and humanity. It's the raw emotion behind purpose. And MONEY. Profit and commercial success.

Why are they interlinked? Because when purpose drives profit, it offers the ability to play a bigger game; to be ambitious in the change you seek to create over the long term. Meanwhile you build a meaningful business for everyone involved; you attract passionately invested employees, customers, partners, suppliers and investors; and you build trust, the currency of a valued business.

Written for leaders of medium and large organisations, but also relevant to small business leaders, this book offers the following clear outcomes:

  • Clarity on what it means today to be a business led by a higher purpose
  • Insight into the powerful movement behind business as a force for good
  • Inspiration from successful social purpose-led businesses
  • A methodology on how to define and embed meaningful purpose into your business and brand
  • A clear 'how-to' approach to get you started on identifying and articulating your brand purpose

For Love & Money combines inspiration, insight and practical resources to empower you to reimagine your business and the higher purpose that will drive its success through the volatility of the twenty-first century.

About the Author

Carolyn's 30-year international marketing career includes 18 years as an agency owner, working with some of the world's best brands. Since starting her Purpose Consultancy, The Cause Effect in 2017, "Profit with Purpose" has become her guiding mantra. She has helped corporate leaders and leaders of both medium and small organisations to define and articulate their purpose and embed it strategically into their organisations.

Her first book, Path To Purpose, published in 2017, was Australia's first on cause marketing.

Industry Reviews

"There is so much to learn from this book, so much inspiration, this book has the potential to change the world. Really, I mean that."

NIKKI BEAUMONT. Founder & CEO, Beaumont People

"Carolyn Butler-Madden's new book, For Love & Money: How to Profit with Purpose and Grow a Business with Love, is a must read for executives of companies interested in pursuing a more just and sustainable world, at the same time as being very successful financially."

PHIL SMITH. CEO Blooms The Chemist


"Filled with tangible examples of the who, how and what, For Love & Money provides both inspiration and a go-to resource for anyone seeking to start their journey into more purposeful work."

SARAH DOWNIE. CEO Shared Value Project


"This book is needed in the world. Carolyn Butler-Madden shows us that purpose and profit can and should co-exist in a strategic, but also emotional and heartfelt way."

JADE COLLINS. Director Femeconomy. TEDx Speaker

"This book is a must for every CEO, executive and entrepreneur that wants to stay relevant in these dynamic times. In your hands is the most comprehensive articulation of how businesses, big and small can be powered by love, and still make one hell of a profit!"

GLEN CARLSON. Co-Founder Dent.Global


"For any leader wanting to do better but not knowing where to start, this is a must-read. Carolyn Butler-Madden guides you through the process of defining an organisation's social purpose using compelling stories, illustrative examples and practical tools."

HELEN GRANEY. CEO Jack Morton Australia & Weber Shandwick Australia


"It's inspirational, educational and profoundly thought-provoking and written in a way that I find so gentle and easy to absorb, whilst carrying such a big and profound message."

ANDREW GRIFFITHS. International Bestselling Author. Entrepreneurial Futurist.





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