Most companies today are firmly on the social and environmental issues ‘bandwagon’, like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. "Try to fly like a superman, and you will come down like a tin of soup." Market economists have long told us that we’re driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness.

Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men’s health, Movember – and how you can empower people to do the same. Today’s power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers.

Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they’re in charge of their own life and happiness. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.

chapter |7 pages


Change begins with who?

chapter 1|21 pages

Me is the new mass

chapter 2|18 pages

Catalysts of the good life

chapter 3|15 pages


The untold story

chapter 4|20 pages

The Arrow towards a better you

chapter 5|22 pages

The transformative promise

chapter 6|22 pages

The WHO void

If not you, who?

chapter 7|24 pages

The business case

If not now, when?

chapter 8|16 pages

Pass the steering wheel

chapter |23 pages

The five transformative market forces

chapter |19 pages

A transformative platform

chapter 11|17 pages

Unlocking the potential of all people

chapter 12|15 pages

It’s time to …