Putting their wisdom and experience into a practical book for budding entrepreneurs always seemed like a good idea. None of the existing business start-up books on the shelves have come even close to addressing the huge rise in ethical consumerism or the growing demand for businesses committed to protecting the planet.

In 2004, Paul met up-and-coming entrepreneur Gideon Burrows. A year before, he'd launched his own ethical publishing and media company, ngo.media. The small business, founded on strong social and environmental principles, works only with charities and organisations that also have strong social aims.

Together, Paul and Gideon have collaborated on several projects, including the Ethical Careers Guide, now in its second edition. As The Observer remarked: "One person’'s evil multinational is another job-seeker's munificent contributor to the community. The Ethical Careers Guide can steer you through the complexities."

On the back of its success, Paul and Gideon decided to take another bold step. In Spring 2006, Paul began researching the material for a book that aims to help anyone who's ever dreamed of running their own business to start a "company with a conscience". The result is Your Ethical Business.

Packed with practical advice, case studies and top tips - from marketing responsibly and raising ethical finance to greening your office - this unique 'how to' guide steers the reader through all the big ethical decisions.

Along the way, the entrepreneurs behind several household ethical names, including Penny Newman of Cafedirect, Richard Reed of Innocent Drinks and Safia Minney of People Tree, share the secrets to their success. The book is also supported by ethical business pioneers John Bird, founder of The Big Issue, and Anita Roddick, founder of The Body Shop.