Meaningful Work

September 11, 2017
The founder of Askinosie Chocolate, writing with his chief marketing officer (and daughter), delivers a sincere but familiar guide to bringing passion to one’s work. Near the start, Askinosie recalls being engaged but burned-out during his previous career, in law; after developing recurrent health issues, he started casting about for something else to do. In going into business for himself, he wanted to meet high ethical standards, and as such, does “direct trade” with suppliers and helps provide local schoolchildren with lunch. He addresses the book to entrepreneurs “at heart or in practice” looking to infuse more meaning into their work and identify what means the most to them. Through exercises, he works to help readers use their own passions to improve business relationships with employees, customers, or vendors and spread their passions to others. The advice itself (“Provide a stake in the outcome to all employees”; “Carefully examine your supply chain”) is well-worn, and the narrative’s emphasis on the company and on Askinosie’s lawyer-to-chocolate-maker journey makes the text largely feel like a book-length ad for the business. This will be a tough sell in a crowded marketplace.