John O'Brien MBE is a highly experienced senior executive, non-executive and special advisor, with extensive cross-sector leadership on ethical and sustainable business purpose and its related Public Relations, reputation management marketing and public campaigning aspects.

A recognized expert and bestselling author, O'Brien has held appointments as Chairman, CEO and MD of various business and social enterprises over the last thirty years, with operations covering more than twenty countries in Europe, North America, the Middle & Far East, and over half of the FTSE 100.

He has advised members of two overseas royal families, various UK Governments, and previously spent ten years as HRH The Prince of Wales's personal Managing Director of programmes at the business network BITC, leading CSR and Sustainability initiatives.

In his role as a social changemaker, O'Brien has supported various charity agendas and created several renowned mass public engagement campaigns, including the 2012 'Jubilee Hour' which the UK Government recognized as the largest mass mobilization of volunteers since WW2 (with 2.7 million participants and a WW1 commemorative initiative). As a result of these and other projects, he was appointed by Her Majesty The Queen as a member of the most honourable order of the British Empire.

Chapter - 00: Introduction; Chapter - 01: The world - what you need to know; Chapter - 02: The truth - what we mean by it; Chapter - 03: The why - understanding the context of truth and purpose; Chapter - 04: The where - finding truthful purpose in business; Chapter - 05: The way - how your culture is key; Chapter - 06: The how - audiences and stories; Chapter - 07: The what - understanding your channels; Chapter - 08: The wow - how to measure success; Chapter - 09: Activate NOW;