Finding Your Purpose: Conspiracy of Love, Good is the Cool
Program Titles
- Storytelling is what scales belief, trust, and action
- How storytelling becomes the system that turns strategy into belief.
- How storytelling can help close the engagement gap by restoring meaning, clarity, and agency at work
- How brands grow by telling stories that highlight progress rather than perfection—stories that deepen engagement, build trust, and strengthen loyalty.
Afdhel Aziz is a storytelling guru with years of experience who helps leaders understand how stories move people from awareness to belief—and from belief to action—when AI scales everything else.
Afdhel, a former Fortune 500 business executive, embarked on a remarkable journey after experiencing the devastating effects of the Indian Ocean tsunami in his home country of Sri Lanka. This life-altering experience prompted him to seek a deeper purpose beyond the confines of corporate life.
After a career leading brands at Procter and Gamble, Nokia, Heineken, and Absolut Vodka, Afdhel made a pivotal decision to leave the corporate world and establish global strategic consultancy Conspiracy of Love.
Through his work there, Afdhel has advised Fortune 500 leaders at companies including The Gap, Sephora, and Adidas, gaining rare insight into how leadership narratives galvanize teams, build trust, and drive growth and impact.
As a longtime Forbes contributor, he has interviewed hundreds of entrepreneurs and CEO’s disrupting industries, uncovering a consistent pattern: the leaders who scale fastest are those who can tell the clearest, most compelling stories.
Through his creative studio Good is the New Cool, in partnership with TIME, Afdhel builds platforms that turn stories into shared belief and cultural momentum—drawing on his personal work as an award-winning poet, novelist, and filmmaker to apply timeless narrative techniques to modern leadership challenges.
He has inspired audiences globally at companies like Disney, Walmart, and Microsoft, as well as at leadership, HR, and innovation conferences such as the Fast Company Innovation Festival, Cannes Lions, and many others.
Afdhel Aziz specializes in advising major corporations on finding new pathways to sustainable and inclusive growth by inspiring purpose within their employees and organizations. This unique approach has engaged and empowered employees, brought about breakthrough innovations and development, and made substantial investments in causes such as racial justice, arts education, and childhood hunger.
Aziz offers expertise to iconic companies such as Adidas, Coca-Cola, and Sephora.
Aziz, a former Fortune 500 business executive, embarked on a remarkable journey after surviving the devastating tsunami in his home country of Sri Lanka. This life-altering experience prompted him to seek a deeper purpose beyond the confines of corporate life.
Aziz’s impact extends far beyond the boardrooms of influential companies. As an international keynote speaker, he has graced stages in over 30 countries, sharing his insights with leading corporations such as Disney, Microsoft, JPMorgan Chase, and The Gap. His presence has also been felt at prestigious events such as the United Nations, Cannes Lions, and the Fast Company Innovation Festival.
“The Principles of Purpose,” Aziz’s best-selling book co-authored with Bobby Jones, has earned acclaim from industry leaders. Former Unilever CEO Paul Polman acknowledged its role in showcasing purpose as the growth story of the 21st century.
Aziz’s prowess as an award-winning poet, writer, and documentary filmmaker underscores his fascination with the art and craft of storytelling. This passion is not only evident in his professional work but also in his commitment to conveying messages of purpose and change.
His commitment to purpose-driven living is a professional ethos and a guiding principle in his family life.
Afdhel Aziz’s journey is a testament to the transformative power of purpose. Through Conspiracy of Love, he has demonstrated that a commitment to purpose can redefine corporate success and inspire positive change on a global scale.
Afdhel Aziz is an expert in delivering cutting-edge campaigns, content, and experiences that harness technology and popular culture, working with world-class artists such as Lady Gaga, Deadmau5, and Kanye West.
He provides a provocative manifesto for a bold new marketing model that helps brands become a force for good.
Afdhel’s session on how brands can be a force for good blew the audience away with its mix of provocative thinking, honesty, and humor. Was one of the best-received sessions of the year.”
Afdhel Aziz is an award-winning marketer who has worked for brands such as Procter & Gamble, Heineken, Absolut, and Nokia.
He has been a featured speaker at Cannes Lions, SXSW, Advertising Week, The Gathering, the Chief Digital Officer Conference: Silicon Valley, Columbia University, and many other events.
His work has been featured in the New York Times, Vice, Fast Company, Forbes, Fortune, The Guardian, Coolhunting, Billboard, Hypebeast, Mashable….
He currently works with a think tank and idea incubator that Forbes has highlighted as one of three marketing innovation labs.
Passionate about social entrepreneurship, as he is one of the world’s leading experts on how to deliver cutting-edge campaigns, content, and experiences that harness technology and popular culture, working with world-class artists such as Lady Gaga, Deadmau5, and Kanye West, as well as diverse partners like the TED Conferences, Art Basel, Coachella Festival, and the Andy Warhol Foundation.
Examples include Absolut Reality, the world’s first live-streamed virtual reality concert; Absolut Deadmau5, a groundbreaking video game with electronic music superstar Deadmau5; and Absolut Open Canvas, which transformed entire city blocks in Brooklyn and San Francisco into contemporary art installations.
“We were so thrilled and honored that Afdhel kicked off our A&M Series. They did a phenomenal job inspiring and educating our audience, and they have joined the many legends like David Ogilvy and Donny Deutsch, who have presented at our club before.”
How to Make Money and Do Good by Harnessing the Power of Cool’
1. Know Your Purpose (A.K.A. know what you give a damn about): Purpose is the new fifth ‘P’ in Marketing.
2. Find Your Allies: Brands, culture creators, and non-profits should collaborate in ways that ‘make money, and do good, by harnessing the power of cool’.
3. Think ‘Citizens’ not ‘Consumers’: Brands should think about people in a way that is ‘Transformational’, not ‘Transactional’.
4. Lead with the Cool but Bake in the Good: Socially impactful brands need to use the power of cool (great design, great story) to inspire people.
5. Don’t Advertise, Solve Problems: Brands should create physical and digital experiences that live at the ‘intersection of useful and delightful’.
6. People are the New Media: If you create something amazing, you generate the holy grail of all marketers—word-of-mouth recommendations.
7. Back Up the Promise with the Proof: Make sure you back up your words with actions.
Testimonials:
‘Powerful, genuine charisma.’
-‘A joy to work with!’
‘Radiates Passion and Authenticity’
Books by Afdhel Aziz
- Good is the New Cool: Market Like You Give a Damn
- The Principles of Purpose
- Good Is the New Cool Guide to Personal Purpose: Designing a Meaningful and Prosperous Career
Book Afdhel Aziz for your Event!