“authentic: How to make a living by being yourself” Review

Back-cover: “authentic, offers inspiration for individuals tired of career conformity.  Neil Crofts shows how we arrive at a situation where many of us feel irrevocably tied to jobs we don’t enjoy.  He demonstrates the steps you need to take to find out who you really are and what you want from life, and finally he reveals how you can turn all that into a business that is authentic to you.”

Neil Crofts has taken what you might call a holistic approach to redefining what you do for a living, as he also covers making changes to your diet/lifestyle/etc to give you the energy and clear-headedness to pursue the dream of your own authentic business.

The book is nicely laid out and well written.  It takes you step by step through the the thinking, planning and actions you need to take if you want to start an ethical business, or change your current organisation into one.    Crofts defines this “authentic” business as one “with a profound positive purpose” for others and oneself.

The advice and guidance is well thought-out, positive and inspiring.  While quite a slim book (130 pages) it still packs a huge amount of information for those who are looking at repositioning themselves or their companies for the greater good.

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