The launch of Neil Crofts’ book, Authentic, How to Make a Living by Being Yourself was a gathering of success stories, including Yeo Valley, Solar Century, Ethical Media and Howies, all of whom are case studies of authentic businesses in the book.
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Photo: Neil Crofts

Two years ago Neil Crofts asked the question, how would it be if no-one exploited anyone or anything and no– one felt exploited?’ This led him to create Authentic Business, which started as an online newsletter and website designed to support authentic businesses. “Authenticity is about knowing your own true purpose, living it and trusting it and yourself,” he explained “Your authentic business is a business that derives its profits from pursuing that purpose.” The newsletter now has 3,000 subscribers who value the inspiring stories of successful businesses that are also contributing to society and the environment and demonstrate that good business is good business.

Neil spoke about the advantages of authentic businesses. “They are better at taking decisions because they are emotionally connected with what they do. They are more motivated because they care and they enjoy support from outside the company ñ from suppliers, customers and even competitors who support what they are doing.”

Neil’s book tells of his personal journey to authenticity and includes a guide to taking the steps yourself.
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EMAIL: neil@​authenticbusiness.​co.​uk