New Book by Chris Carneal
The Virtue-Driven
Business
Why Enduring Virtues Outlast Corporate Values
Order on Amazon
Why Enduring Virtues Outlast Corporate Values
Order on Amazon
“I’ve seen Booster’s culture thrive over the past 15 years, and I know firsthand that Chris Carneal understands what it takes to build a passionately inspired culture that is driven by purpose.”
With 25+ years of entrepreneurial wisdom, Chris Carneal offers a radical alternative to hollow mission statements and performative corporate values: a return to timeless virtues.
Why the best organizations are making the shift from trendy corporate values to timeless, aspirational virtues that energize the soul.
How Chris led Booster through COVID with zero income for nearly six months—and came back stronger than before.
A complete framework of six interconnected virtues that form a self-reinforcing cycle to lift individuals, strengthen teams, and transform communities.
Concrete, actionable exercises at the end of each chapter to help you activate the virtues in your business and personal life starting today.
“Business is about so much more than products and profitability. I don’t just want great employees. I want my business to develop passionate people whose virtuous character changes everything around them.”
— Chris Carneal, The Virtue-Driven Business, pg. 37
Endorsed by CEOs, founders, and bestselling authors who have witnessed the power of virtue-driven leadership firsthand.
“For years, I have watched Chris and the Booster leadership team guide and grow the business through a lens of virtues. What I have witnessed is the power of virtues when used as a decision-making filter in both good and challenging times. Booster is yet another proof point that virtue-led businesses outpace and outlast the competition for years to come.”
“Most high-performing teams know their mission—but few think deeply about the methods they use to pursue it. Chris Carneal and Booster are rare exceptions: a living, breathing case study in what it looks like to integrate godly virtue with vocational excellence.”
“Chris Carneal and the team at Booster have built an organization with a contagious culture. And the team’s ‘force multiplier’ is their shared focus on becoming a truly virtuous business. There is so much to learn from Booster’s example.”
“The Virtue-Driven Business is essential reading not merely because it has important ideas about how to build a great business culture, but primarily because it comes from a leader with actual experience living these ideas out day-by-day. Chris has demonstrated an inspirational & redemptive model to apply to our lives, work, and organizations.”
“It’s been said that ‘Culture IS the ultimate competitive advantage.’ I now believe that culture can be the ultimate competitive advantage if carefully designed, crafted, and executed around the right set of principles and virtues. One of the best examples was created by Chris Carneal at Booster. He knows what he is doing, and the results are plain to see.”
“In our time, we are used to the prophets and the dreamers, the souls who envision what is not yet. We are also familiar with the builders, those who make reality the noble plan. Rarely are these two gifts combined in one person. Chris Carneal is such a man. He has dreamt of and built a new way to do business and a new way to team entrepreneurs in an environment of encouragement and virtue. Chris is changing the world. Let this book help you do the same.”
“Chris Carneal is one of the most passionate and mission-driven leaders I know, and Booster represents the gold standard in business culture. We’ve been so inspired that we’ve even transitioned Sovereign’s Capital from values to virtues.”
“In my 20+ years of coaching exceptional leaders, none has demonstrated a more intentional and persistent focus on virtuous culture than Chris. Tremendous success has proven he was right! This book can inspire and guide any leader in achieving that same result.”
Discover the framework behind one of America’s most remarkable company cultures.
Get Your Copy TodaySequenced to build upon each other, these six virtues form a complete virtuous cycle—a self-reinforcing system that creates lasting cultural change.
The foundation of all virtues. When we stop making ourselves the main character, our reality shifts and our soul is primed for growth.
A growth mindset, a teachable posture, and a love of learning. Wisdom naturally follows gratitude and opens the door to meaningful action.
Generously giving honoring attention to others. Not customer service—something deeper. Care must be felt by the recipient to be real.
Every virtue at its testing point. Courage exists one step ahead of fear—wise risk-taking fueled by care for others.
Perseverance with resilience, knowing that endurance builds character. Taking the long view and embracing the challenge.
Joy that changes everything. Authentic celebration sparks deep joy that leads back to gratitude—completing the virtuous cycle.
Chris Carneal is a husband, father, leader, and business owner based in Atlanta. He and his wife, Lyndie, have four children.
Chris is the Founder and CEO of Booster, America’s largest school fundraising company. Since 2002, Booster has raised more than $1 billion for schools across the nation and built one of the most celebrated company cultures in the country.
Chris also founded Virtue Village, a 60,000 sq. ft. private workspace north of Atlanta that is home to Booster and many other virtue-driven businesses. He hosts Virtue Voices, a leadership gathering for Atlanta’s top business leaders.
Order on Amazon“I’ve known Chris Carneal for years, and what you see is what you get. He’s a leader who lives what he teaches. If you want to build a team that actually loves what they do and why they do it, this book is your guide.”
“As a Booster Advisory Board member, I’ve had a front-row seat watching Chris virtuously lead Booster with uncommon clarity and conviction. He is the real deal. The company and culture they’ve built is remarkable.”
“I can’t think of anyone better to write a book on corporate culture than my friend of more than a decade, Chris Carneal—a leader who lives and breathes virtue, culture, and celebrating success. You’re going to love this book.”
“Chris Carneal writing about culture is like Michael Jordan writing about basketball. They’re experts at it because they live it. When you walk into Booster, the culture sweeps you up and takes you on an incredible ride.”
“I love learning from Chris Carneal! He is an extraordinary entrepreneur whose ability to build an incredible company culture has fueled a nationwide impact far beyond his own organization.”
“He is an incredible leader whose passion and commitment to creating a virtue-driven culture have transformed Booster into one of the most outstanding companies I have encountered. Booster does not merely speak about culture, they live it!”
“Booster represents the best of what a company culture can be—celebrating teammates and customers, daily living into a set of shared virtues, and engaging every team member around a shared mission of helping our nation’s schools thrive.”
The world needs more leaders willing to take the long view. Your commitment to virtue today creates a legacy that will inspire others long after you’re gone.
Order Your Copy on AmazonLearn more about Chris Carneal’s work in leadership, culture, and virtue-driven business.