CRAIG KIELBURGER Craig is a New York Times bestselling author who has written twelve books. He co-founded WE Charity, lifting more than one million people from poverty. He is an MBA graduate with 15 honorary doctorates. His purpose is helping others discover their purpose. Craig lives in Toronto with his wife Leysa and son Hilson. DR. HOLLY BRANSON Holly, after achieving medical and physiology degrees from University College London and working as a doctor, joined the Virgin Group's Leadership team, dedicating her time to her passions: people, culture, and purpose. She is Chair of Virgin Unite, a founder and trustee of Big Change and Co-Chair of WE Day UK. Holly lives in London with her husband Freddie Andrewes and their twins Etta and Artie. MARC KIELBURGER Marc is a syndicated colum-nist read by millions. He co- founded ME to WE Social Enterprise, engaging millions of customers to drive social change. He is a Harvard and Oxford graduate, and Rhodes Scholar. He believes that purpose-driven business will change the world. Marc lives in Toronto with his wife Roxanne and daughters Lily-Rose and Violette. Authors donate 100% of royalties to charity. Contact authors at WEconomy@we.org

"... revealing and purposeful."??(Economia, April 2018) "... a collection of engaging case studies around the importance of embedding purpose at the core of business""??(FTAdviser.com, April 2018)

• ix Foreword by Sheryl SandbergPart OneWhat: An introduction to the WEconony: What is it? Why now? How is it changing business for good?Who: The authors share their personal journeys and lessons on business, charity, and social enterprise—learned the hard way1 Introduction: Welcome to the WEconomyCraig Kielburger, Holly Branson, and Marc Kielburger17 Chapter 1: Growing Up BransonHolly Branson31 Chapter 2: Breakfast and a Wake-Up CallCraig Kielburger47 Chapter 3: From the Slaughterhouse to Social EnterpriseMarc KielburgerPart TwoWhy? Because successful businesses now work for the greater good, and purpose is profitable. The stories that follow are proof that companies are thriving by tackling social issues with business plans. It’s “Business with Benefits”—for people, planet, and profit. You may sit with the investment or marketing department and think that changing the world is the unenviable problem of the Corporate Social Responsibility team. In fact, everyone has the chance to push companies to scale social change, and to find more meaning at work.63 Introduction: Purpose at Work: Why Business Should Get InvolvedCraig Kielburger, Holly Branson, and Marc Kielburger71 Chapter 4: Purpose 101Holly Branson85 Chapter 5: Inspire Brand FanaticsCraig Kielburger97 Chapter 6: Build New ProductsMarc Kielburger111 Chapter 7: Reinventing Your Work LifeHolly Branson123 Chapter 8: Differentiate ProductsCraig Kielburger135 Chapter 9: Sweat the Big and Small StuffHolly Branson149 Chapter 10: Unlock New CustomersMarc Kielburger159 Chapter 11: The New World of Impact InvestingHolly Branson171 Chapter 12: Open New MarketsCraig Kielburger183 Chapter 13: People Are Your PurposeHolly BransonPart ThreeHow: A step-by-step guide to embedding purpose right at the heart of everything you do, both as an individual and as a business. Find a cause that suits you, build a plan, perfect your pitch, and much more. This is everything you want to know about getting involved in the WEconomy. This is your roadmap for doing good and getting paid for it.199 Introduction: If You Build It, They May Not Come: How to Get Purpose RightCraig Kielburger, Holly Branson, and Marc Kielburger207 Chapter 14: Be a Purpose-Led “Learning Organization”Holly Branson223 Chapter 15: WEconomy Impact Engineering, Step One: Find Your CauseCraig Kielburger241 Chapter 16: WEconomy Impact Engineering, Step Two: Build a 360 Action PlanMarc Kielburger257 Chapter 17: WEconomy Impact Engineering, Step Three: Engage Your NetworksCraig Kielburger271 Chapter 18: It’s Time to Get Your Pitch OnHolly Branson289 Chapter 19: Change without CashMarc Kielburger301 Chapter 20: Your WEconomy Assignment: Build a 100-Year Purpose PlanHolly Branson313 Conclusion: The WEconomy Needs YouCraig Kielburger, Holly Branson, and Marc Kielburger317 Epilogue by Sir Richard Branson320 Appendix322 Acknowledgments

CRAIG KIELBURGER Craig is a New York Times bestselling author who has written twelve books. He co-founded WE Charity, lifting more than one million people from poverty. He is an MBA graduate with 15 honorary doctorates. His purpose is helping others discover their purpose. Craig lives in Toronto with his wife Leysa and son Hilson. DR. HOLLY BRANSON Holly, after achieving medical and physiology degrees from University College London and working as a doctor, joined the Virgin Group's Leadership team, dedicating her time to her passions: people, culture, and purpose. She is Chair of Virgin Unite, a founder and trustee of Big Change and Co-Chair of WE Day UK. Holly lives in London with her husband Freddie Andrewes and their twins Etta and Artie. MARC KIELBURGER Marc is a syndicated colum-nist read by millions. He co- founded ME to WE Social Enterprise, engaging millions of customers to drive social change. He is a Harvard and Oxford graduate, and Rhodes Scholar. He believes that purpose-driven business will change the world. Marc lives in Toronto with his wife Roxanne and daughters Lily-Rose and Violette. Authors donate 100% of royalties to charity. Contact authors at WEconomy@we.org

"... revealing and purposeful."??(Economia, April 2018) "... a collection of engaging case studies around the importance of embedding purpose at the core of business""??(FTAdviser.com, April 2018)

• ix Foreword by Sheryl SandbergPart OneWhat: An introduction to the WEconony: What is it? Why now? How is it changing business for good?Who: The authors share their personal journeys and lessons on business, charity, and social enterprise—learned the hard way1 Introduction: Welcome to the WEconomyCraig Kielburger, Holly Branson, and Marc Kielburger17 Chapter 1: Growing Up BransonHolly Branson31 Chapter 2: Breakfast and a Wake-Up CallCraig Kielburger47 Chapter 3: From the Slaughterhouse to Social EnterpriseMarc KielburgerPart TwoWhy? Because successful businesses now work for the greater good, and purpose is profitable. The stories that follow are proof that companies are thriving by tackling social issues with business plans. It’s “Business with Benefits”—for people, planet, and profit. You may sit with the investment or marketing department and think that changing the world is the unenviable problem of the Corporate Social Responsibility team. In fact, everyone has the chance to push companies to scale social change, and to find more meaning at work.63 Introduction: Purpose at Work: Why Business Should Get InvolvedCraig Kielburger, Holly Branson, and Marc Kielburger71 Chapter 4: Purpose 101Holly Branson85 Chapter 5: Inspire Brand FanaticsCraig Kielburger97 Chapter 6: Build New ProductsMarc Kielburger111 Chapter 7: Reinventing Your Work LifeHolly Branson123 Chapter 8: Differentiate ProductsCraig Kielburger135 Chapter 9: Sweat the Big and Small StuffHolly Branson149 Chapter 10: Unlock New CustomersMarc Kielburger159 Chapter 11: The New World of Impact InvestingHolly Branson171 Chapter 12: Open New MarketsCraig Kielburger183 Chapter 13: People Are Your PurposeHolly BransonPart ThreeHow: A step-by-step guide to embedding purpose right at the heart of everything you do, both as an individual and as a business. Find a cause that suits you, build a plan, perfect your pitch, and much more. This is everything you want to know about getting involved in the WEconomy. This is your roadmap for doing good and getting paid for it.199 Introduction: If You Build It, They May Not Come: How to Get Purpose RightCraig Kielburger, Holly Branson, and Marc Kielburger207 Chapter 14: Be a Purpose-Led “Learning Organization”Holly Branson223 Chapter 15: WEconomy Impact Engineering, Step One: Find Your CauseCraig Kielburger241 Chapter 16: WEconomy Impact Engineering, Step Two: Build a 360 Action PlanMarc Kielburger257 Chapter 17: WEconomy Impact Engineering, Step Three: Engage Your NetworksCraig Kielburger271 Chapter 18: It’s Time to Get Your Pitch OnHolly Branson289 Chapter 19: Change without CashMarc Kielburger301 Chapter 20: Your WEconomy Assignment: Build a 100-Year Purpose PlanHolly Branson313 Conclusion: The WEconomy Needs YouCraig Kielburger, Holly Branson, and Marc Kielburger317 Epilogue by Sir Richard Branson320 Appendix322 Acknowledgments