Authentic: How to Make a Living By Being Yourself
How would it be if no-one exploited anyone or anything and no-one felt exploited? How would it be if everyone felt confident of their purpose and place in society? How would it be if we all worked to a common aim happiness and quality of life for all? How would it be if companies collaborated to achieve this aim rather than competed for their own short-term gain? How would it be if every business were authentic?
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Thinking about getting up and telling the world what you stand for is daunting. Actually doing it is terrifying but the rewards are incredible. Imagine spending every waking hour doing what you love... Authentic shows how to do just that. In Authentic, Neil Crofts offers inspiration for individuals tired of career conformity. He shows how we arrived at a situation where many of us are tied to jobs we don’t enjoy. He demonstrates the steps you need to take to find out who you are and what you want from life, and finally, he reveals how you can turn all that into a business idea that is Authentic to you. Authentic is a lifestyle book based on practical experience. Neil Crofts’ vision of a role that allowed him to be true to himself and make a positive impact on the world around him convinced him to break out of a conventional corporate career. Authentic is about giving others the courage to follow their hearts in the same way.
AcknowledgementsPreface: Coming OutHow This Book WorksIntroduction1Sect. 1Another Way to Look at the Society We Live In5Dysfunctionality epidemic6Indentured slavery13Addiction to short-term hits of happiness19Diagnosis22Societal therapy22The problem with decisions24What is Authentic?25Sect. 2What Are You Going To Do About It?31Preparation 1: To tell the truth32Preparation 2: Perception and reality36Preparation 3: Finding your 'natural language'39Preparation 4: What is my point in life?42Action 1: Eating Your Energy45Action 2: Exercise your mind54Action 3: Taking control of your life57Action 4: Avoiding distraction ad inspiring change57Action 5: Editing your address book61Action 6: Changing habits61Action 7: Making your plan63Action 8: Coming out and being yourself65Sect. 3Being the Change67Getting started68Working for yourself69Validating the plan70Simplify, simplify75Time and motion77Finding collaborators78Designing your organization83Competition91The meaning of success94Sect. 4Those Who Are Already Doing It97Organic Express98Yeo Valley101Innocent106Howies110Solar Century114Cafedirect118Reading list123About Authentic Business125Index127
