About The Book

Hello there. What is Not Another Pair of Shoes all about I hear you ask?

This book is about brand purpose. It’s for people that care about what they do.

It’s a marketing book that is not for marketing people.

Purpose is something we can’t touch. Something we can’t buy. Something hard to explain. But when people put their heart and soul into something, we can see it and feel it. It’s an intangible feeling we can all sense.

And in an often-superficial world, it takes courage to stand up for something you believe in. Businesses compete with vanity metrics, expecting people to be loyal. They think they can buy loyalty. But loyalty is not bought, it’s earned. The world has evolved and people are hungry for brands with purpose.

When we are driven by purpose, people are willing to stand next to us, root for us and go the extra mile for us. The world becomes a better place when one person takes a stand and puts their heart and soul into what they do.

In Not Another Pair of Shoes, Alexander Novicov explains how to cultivate your brand’s purpose and story, inspiring others to care about what you do, growing your team and your brand to make the world a better place to live in.