CHAPTER 1
THE CALL TO ADVENTURE

There is no road, the road is made by walking.

—Antonio Machado, Spanish poet

As 2011 began, we were set in motion with nothing more than a title, Good Is the New Cool. What began as a vague notion quickly morphed into vivid imagination and an intention in our hearts to help ourselves and others find greater meaning and Purpose in their work. We thought about the kind of book that would inspire us as readers and the transformation it could catalyze within us. As we shared our concept with our colleagues, the idea resonated deeply with many who shared our desire for more fulfillment in our work; we were not alone in this quest.

During this early stage, we were still immersed in our day jobs, which started to feel like an ordinary backdrop against the vibrant dreamscape we were painting. Afdhel’s tiny Brooklyn apartment morphed into an impromptu studio for our budding masterpiece.

We would pace up and down the small hallway between the bedroom and the kitchen, a photograph of Muhammad Ali gracefully standing at the bottom of a Miami swimming pool watching over us—a daily inspiration of how courage and imagination could create a life worth living.

THE JOURNEY OF WRITING OUR FIRST BOOK

As we wrote down every idea that popped into our heads, that corridor transformed into an avalanche of sticky notes, with quotes, dreams, and half-baked ideas scribbled on every inch of the walls.

Our spirits were alive with the limitless possibilities that lay before us. We wanted to learn from everyone who seemed to have found the path we were searching for. We turned into amateur journalists, actively seeking out people to interview.

But as we began the next step in our journey, deep-rooted doubts and fears began to emerge. Imposter syndrome gnawed at us. Would people we wanted to talk with say, “Who in the hell are you?” The weight of these insecurities was overwhelming, but our core mission—to empower people with a renewed sense of Purpose—anchored us.

We faithfully moved forward, and good fortune kicked in. One phone call led to another, and we were soon globe-trotting, networking, and delving deep into a plethora of stories. Bevy Smith introduced us to Mimi Valdes—an awe-inspiring creator working on an upcoming moving script titled Hidden Figures. Another friend introduced us to Jaha Johnson, whose near-death experience in a surfing accident inspired his work with music artists such as Common, Usher, and Mary J Blige, with Purpose and dedication.

Our relationships in the music business gave us access to music managers such as Scooter Braun and Bobby Campbell, who shared how they advised their megastar clients such as Justin Bieber and Lady Gaga to create with Purpose.

We looked at companies such as TOM’s, Patagonia, and The Honest Company, which were creating a new paradigm for business, where doing good and doing well were in harmony.

We researched an inspiring wave of nonprofits such as Global Citizen, Pencils of Promise, and Charity Water, which were innovating in the space through bold use of culture and technology.

We felt as if we were investigative reporters, starting to see the shape of a new movement, a new shift in the zeitgeist of the world, toward a more values-driven approach, something that rejected the shallowness of society in favor of something deeper, where “good” in fact was becoming “cool,” just like that poster on the subway had said.

Four years we labored, without deadlines, allowing our work to mature organically. We had a finished manuscript but no idea what to do with it. Here came the doubts again. Would anyone read our book? How would we get it out in the world? Would our book languish in obscurity?

THE PHONE CALL THAT CHANGED EVERYTHING

I’ll never forget the moment when our lives changed forever. I was in the back of a taxicab going down one of San Francisco’s famous sweeping hills when my phone rang with an unfamiliar number.

“Hello, I read your book and would like to represent you as an agent.”

I remember frantically trying to listen to the call while simultaneously googling who this person was. I remember staring at the screen at the agent’s profile on their company website and all the famous authors he represented.

No way was this happening. No way was this person offering to represent us. Was I being punked by one of my friends? It usually took years to find an agent. But thanks to a kind and gracious friend who introduced us, we got there much faster.

The universe has a wonderful way of showing you the next path on your journey.

A week later, we signed a contract to find us a publisher.

The agent returned with bittersweet news; out of 19 publishers, 18 declined. However, one—Regan Arts—accepted.

The Regan Arts office in Soho was a breath of fresh air, a vibrant nexus of youthful energy and genuine excitement for our work. It buzzed with life as young editors huddled over manuscripts, the scent of freshly brewed coffee wafting through the room. There was an electric undercurrent, a sense of determination and an unshakeable Passion for the power of literature. Conversations swirled around the latest literary sensation, innovative marketing strategies, and the delicate art of author-publisher relationships. The atmosphere in the office was not just invigorating but genuinely inspiring, an opportunity to bring our idea to life.

One of the posters on the wall had a quote from Kenneth Rexroth, “Against the ruin of the world, there is only one defense—the creative act.”  Those words perfectly captured the spirit of our intention. It was a sign; this was the place where our creative act would find its wings.

“AGAINST THE RUIN OF THE WORLD, THERE IS ONLY ONE DEFENSE—THE CREATIVE ACT.”

—Kenneth Rexroth

An avalanche of activities ensued for the next ten months—interviews, writing, rewriting, editing, cover designing, PR meetings, and distribution discussions. Each day brought a new wave of excitement, a potent mix of exhilaration and exhaustion. The feeling was like riding a runaway train, powered by ambition and steered by Purpose.

The day came for us to see the cover design for the first time, a milestone moment that we’ll never forget. Our bright orange cover, pulsating with energy and promise, stood out from the pack. It was emboldened with typography that was at once brash and elegant, making an indelible impression. It was a signal of optimism and hope, a tangible symbol of the work we had poured our hearts and souls into, and a declaration of the change we wanted to create.

In October 2016, we received our first copies of our book Good Is the New Cool: Market Like You Give a Damn (what is today known as Good Is the New Cool Guide to Meaningful Marketing: How Brands Can Win with Conscious Consumers).

It was a physical expression of our shared dreams and years of hard work. The moments of unveiling were made all the more special by sharing them with our families, who had been our unwavering pillars of support throughout the journey.

Holding the book in our hands, we could feel the weight of our triumph. The pages held the imprint of countless hours spent huddled over keyboards, the all-day brainstorming sessions fueled by delivery food and determination, and the oscillating waves of doubt and faith. Each word was a testament to our relentless pursuit of impact, each chapter an articulation of our shared vision and individual growth.

We celebrated this moment, over four years in the making, with a mixture of elation and relief. Our faces reflected the glow of accomplishment, our eyes sparkled with the joy of creation. We had transformed our vision into a reality, etching our thoughts and experiences into the archives of literary history.

We had no idea of what was to come, of the myriad experiences, both daunting and exhilarating, that lay ahead of us. Yet, at that moment, none of that mattered. We stood on the precipice of the unknown, emboldened by the sense of achievement and the pride in our work. Regardless of the path that lay ahead, we had created something that we were immensely proud of, a symbol of our collective creativity and resilience.

THE DAY THE BOOK CAME OUT

The release day had finally arrived! We couldn’t believe this day was here. We woke up excited with anticipation, like a young child on Christmas morning.

It was an autumn morning as we walked down our neighborhood Brooklyn Street. The streets were bustling with people getting their morning coffees. The sky was clear, bright blue, marking the end of the golden hues of sunrise and the arrival of full daylight. The bookstores were starting to open, and we were first to walk inside.

Our hearts were pounding like tribal drums. Shaking with anticipation we just said, “Can you believe this day is finally here?”

It was like stepping into a dream that we’ve had a thousand times, only to find that it is real.

As we pushed open the door, the smell of new books greeted us, one of the best smells in the world. We walked through the aisles, and there, under a soft halo of light, was our book. The cover, vibrant orange and full of promise, winked at us as if acknowledging the long journey we’d undertaken together.

Afdhel picked up a copy, his...