Old-school marketing is functional. It's about manufacturing emotion to manipulate people, jumping straight into showcasing products, highlighting features, promoting benefits and talking price. New-school marketing is never about manipulation. It's about engaging people with your raison d'être. That's why purpose is at the heart of a complete and

'What's so broken in my industry that it needs fixing?' Then go fix it.

There's a long list of inspirational Certified B Corporations you can research too; visit www.bcorporation.net

It's about working out who you really want to serve and then asking how you can best serve them, way before you even start to build the product or service.

We must adopt new ways of learning in which creativity, innovation, play, connection and collaboration become the foundations.

Carl Honoré, in his book In Praise of Slow, sums it up beautifully: Fast and slow do more than just describe a rate of change. They are shorthand for ways of being, or philosophies of life. Fast is busy, controlling, aggressive, hurried, analytical, stressed, superficial, impatient, active, quantity-over-quality. Slow is the opposite: calm,

Purpose is about living and working at the intersection of your talents, passions and strengths in service of the greater good. It's about having a life with a goal to do good and leave the world a better place because you existed.

When charity does not start at home, any CSR initiative becomes a whitewashing PR (public relations) exercise. This is the hypocrisy of many CSR initiatives.

Online marketing feeds expensive addictions like shopping and gambling and is contributing to an unhappy and lonely world. We're all about acquiring things instead of creating and collecting experiences.