ABOUT US

Meaningful

creativity is Good

for Business

Being

truthful and 

transparent are

Good for Business

We’re not newbies to the purpose movement. We’ve been creating purpose-led communications since 1999. We’ve helped over 100 businesses and non-profits unearth, capture and communicate their noble purpose. We do this because we believe communications can and must be a force for good. We believe that ‘A business isn’t a brand to be built, but a cause to be believed in’. We will work with you to create purpose-led communications that inform, inspire and ignite culture, customers and communities in good ways.

WHAT IS GOOD FOR BUSINESS?
  • Realizing communications can be a positive force is Good for Business

  • Expertise in creating purpose-led message strategies and tools is Good for Business

  • Embracing the quadruple bottom line of people, planet, profit and purpose is Good for Business

  • Being truthful and transparent are Good for Business

  • Collaboration and inclusivity are Good for Business

  • Meaningful creativity is Good for Business

  • Acknowledging no one is perfect is Good for Business

  • Responsibility to our local community is Good for Business

  • Believing we can work together to answer the challenges of our time is Good for Business

  • Bringing greater value to relationships by partnering with experts in areas we aren’t experts in is Good for Business

Operating

from fear is 

NOT

Good for Business

AND WHAT ISN'T GOOD FOR BUSINESS?
  • Being self-righteous and judgmental are not Good for Business

  • Settling for the status-quo and safe solution is not Good for Business

  • Operating from fear is not Good for Business

  • Not listening and rejecting compassion are not Good for Business

THIS TIMELINE SHARES THE HIGHLIGHTS OF OUR JOURNEY TO DATE:

1998

Our idea of communications being a force for good begins to percolate

2005

We trademark the above statement;

receive Dane County Small Business of the Year Award

‘A business isn’t a brand to be built, but a cause to be believed in.’

2010

Certified as B Corp

2007

We present global happiness and businesses indexes at Dialogue Conference in Edinburgh, Scotland

2015

We develop a non-profit, Climate Changers, to inform, inspire and ignite people to take action regarding climate change by sharing the uplifting actions of individuals from around the world

2018

We update our identity and messaging tools

1999

Good for Business concept is presented at Dialogue Conference in Vancouver. The business is launched later that year. Our logo is ‘Angel playing the loot’   ; )

2006

Our ‘How to Why’ process of developing purpose-led message strategy is captured in book form, Beyond the Mission Statement,  and published by Paramount Press (two years before Simen Sinek publishes his book ‘Start With Why’)

2009

We develop the Factivist initiative to inform, inspire and ignite people to take action on vital issues – from hunger, healthcare and human rights to economic and environmental justice

2013

Beginning in 1999 as Mission in a Message, then evolving to Cause for Creative, our communications strategy process becomes Message And Purpose

2017

While serving clients everywhere, we make Rochester, New York our home base

2019

Will be the 20th year anniversary for GFB

ABOUT OUR NEW IDENTITY

Our original logo altered Fiorentino’s painting, ‘Angel Playing the Lute’, by turning the lute into a dollar sign and adjusting the title to ‘Angel Playing the Loot’. This image reinforced the belief that businesses can use their profit as a fuel for achieving purpose. The identity has served us well for almost 20 years, but as we embark on our next 20 years, we see the need for a refresh.

The combination of the ‘g’ from ‘good’ and the ‘b’ from business forms the core of our new symbol. This symbol represents the intersection of purpose and prosperity and how the two need not be mutually exclusive. The raspberry colored circle represents purpose, passion and promise. The green circle represents planet, prosperity and people. The ‘f’ from ‘for’ serves as a connecting element between the ‘g’ and ‘b’ circles. Circle symbols represent inclusivity, wholeness, earth, timelessness and infinity (our two connected circles also create the infinity symbol). The symbol offers a sense of movement and taking off. It can be seen as a butterfly emerged from its chrysalis. Or, it can be seen as the evolution of our angel symbol where the circles represent wings.

ABOUT OUR FOUNDER

Jim Armstrong

Our founder, Jim Armstrong, brings a disarmingly down-to-earth style to creating compelling communications. He is the recipient of nearly 500 awards for creativity, including three Best of Shows and acknowledgements from Communication Arts, Art Directors Club of New York and the American Advertising Federation (he stopped entering years ago when he stumbled on the fact that gold statuettes are just that). Jim has served as creative director for leading integrated brand development companies in the U.S. as well as directing his own agency. He serves as the Strategy and Creative Director of Good for Business. Jim has a Masters in Poetry and his love for words and images comes into play in his purpose-led communication work.

  • Facebook Social Icon
  • Twitter Social Icon
  • LinkedIn Social Icon
BeyondtheMissionStatement_bookCover_72.jpg