Lead Forensics

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On regenerative design, beautiful businesses and making things the world needs.

On regenerative design, beautiful businesses and making things the world needs.

The Big Rethink according to Alan Moore, author of "Do Build: How to make and lead a business the world needs"

If beauty will save the world, then Alan Moore is a hero. 

As founder of Beautiful Business and author of like “Do Build: How to make and lead a business the world needs,” Moore has worked with artists such as Anselm Kiefer and Helen Chadwyck, and advised companies like Microsoft and Paypal. He’s helped startups find their purpose with the same focus he gives billion dollar projects. And he’s changing the way people think about the world — how their businesses can succeed by being beautiful in every way. 

“I believe all businesses can succeed by discovering their own unique beauty,” he says. 

How? By consciously designing better products, services, experiences. By creating cultures of learning internally and entirely new concepts of what a business or an industry could be. Beautiful businesses are proven to be attractive to employees, buyers and investors. A beautiful business is a profitable business. And beautiful businesses are the future.

“Many of the old ways of doing business simply do not work any more, which means changing the way business is done — or doing no business at all,” Moore says. “Business delivers the equilibrium the world needs.”

This sounds a lot like whole brand thinking to us, so we invited Moore to share his POV on better business with Tim Galles, director of The Whole Brand Project and Barkley’s chief idea officer. 

Galles: What evidence would you have to see to declare a brand or business whole or fragmented?

Moore: A whole brand to me is one that is mission-driven to a higher order purpose, premised on being transformational as well as bringing the good into the world. A whole brand is healing in its work, or is elevating utility into something beautiful. This value set is present in everything the business does. The business is radically transparent, it does not fake what it does. It is not exploitative of its supply chain, its workers or its customers to whom it should serve.

We Work was a great example of a fragmented brand, driven by greed and it imploded. The gig economy is not a sharing economy. It is a modern form of feudalism benefiting only investors.

Galles: Based on the past 18 months the world has experienced, what do you see as mandatory for every brand or business to prioritize?

Moore: Business needs to be regenerative in all it does, transformational, and to contribute to the restoration of the equilibrium between ecology, economy and our communities.

Galles: What was the most important thing your brand or businesses did in the past 18 months to be a force for good?

Moore: I publishedDo Build: How to make and lead a business the world needs and began to run immersive programs for people curious and motivated to bring a better type of business into this world.

Galles: What would you like to see happen in the next 12 months to prove that brands or businesses can be a force for good?

Moore: Business leaders need to start speaking about the values and metrics of a regenerative economy. Think CEO Dan Price who cut his pay from $1m to $70,000 to give all his employees a living wage. Or Michelin chef Daniel Humm who turned his commercial kitchen into a community kitchen cooking food for those struggling with food poverty during the pandemic. He now runs a plant-based restaurant which is booked for years ahead. These are examples of exemplary and compassionate leadership. It's not one or the other: doing good is good business.

Galles: Where do you find inspiration?

Moore: Nature — the longest R&D project we know. She has worked out how to hang around for a while, like all eternity. Nature’s deep design creates the conditions for all life to thrive, the laws of our universe are said to be beautiful. If we are molecularly made from the stuff, then we humans are hitched to beauty in every way. We don’t think beauty. We feel it, we know it. Beauty is our homecoming and offers us all a better way of living if we receive beauty’s embrace. Business can be beautiful too.

We believe it.


We're on a mission to build a world with more whole brands, those ​​that spread their strength across a defined set of actions, grow faster, win more customers and have stronger cultures than the competition — those that act as a force for good.

The world needs us all to rethink how we’re doing business. That starts with here. Inspired? Join us at The Whole Brand Project, where we’re rallying innovative thinkers from all industries to join us.


Brand: A (R)evolution by Tim Galles

Five ways to win: A model for building a whole brand by David Gutting

The Big Rethink according to Happify’s Gareth Kay

The Big Rethink according to Oatly's Heidi Hackemer

The Big Rethink according to Tim Galles

The Big Rethink according to University of Toronto Rotman School of Management's Angèle Beausoleil, PhD

The Big Rethink according to Whole Brand Index creator David Gutting

The Big Rethink: State of the Whole Brand 2021

An Open Letter to Whole Brand Thinkers by Tim Galles, The Muse by Clio

The Whole Brand Project: Join the movement

WARC  | The whole brand: Ending the divide between brand marketing and performance marketing

Barkley US

Jan 05, 2022

filed under:
Whole Brands


Brand Battles, Healthcare, Marketing, Modern Consumer, Research, Whole Brands
Brand Battles, Marketing, Modern Consumer, Research, Retail, Whole Brands
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