GOOD ATTRACTS GOODA BOOK BY SAM NEOBuy Now Your work has value. Make sure the right people see it. Build trust, grow your influence and turn your reputation into opportunity with intention.
Sam NeoStories of Asia · Personal Brand Lab
VALUE EXCHANGECOMMUNITY BUILDINGLEAD WITH INTENTIONYou can be capable, experienced and doing meaningful work and still be overlooked.
In Good Attracts Good, Sam Neo shares the stories, lessons and practical reflections behind a leadership brand built on trust. Discover how to communicate your value, give with intention and build a community that grows with you.
Storytelling, value exchange and community building. Three pillars brought to life through the way we share, give and grow together.
Moments from Sam’s speaking, learning and community journey.
28 intentions to help you reflect,
take action and build lasting influence.
Get clear on who you are, what you stand for and how to share it. Learn to tell stories that build trust and create meaningful conversations.
Build relationships rooted in contribution. Explore mentorship, generosity and the everyday actions that make people want to grow alongside you.
Understand what turns a network into a community. Create meaningful moments, nurture belief and be intentional about the circles you choose.
Eight mentors. Eight perspectives.
Read their full messages from the book.
Former Managing Director @ UOB
MENTOR MESSAGE / 01In today’s fast paced and uncertain world, Good Attracts Good arrives as a deeply timely and essential reminder.
Having known Sam for several years, it has been a true privilege to witness him live out this exact mantra in his everyday leadership.
This book is a compelling read for both young aspiring professionals and leaders looking to build an authentic, impactful brand, whether navigating the corporate world or leading a business.
Former Head of Asia @ LinkedIn; Founder & CEO @ Nextplay
MENTOR MESSAGE / 02Sam’s unique ability to simplify concepts shows up repeatedly in Good Attracts Good.
By using his personal examples and experiences, Sam masterfully helps readers align their identities with their leadership brand, enabling a deep and meaningful pursuit of their goals.
This is a book full of practical wisdom that will benefit executives at all levels wanting to thrive in a fast changing world.
Chief People Officer @ National Gallery Singapore & Singapore Art Museum
MENTOR MESSAGE / 03It has been a privilege to walk alongside Sam and witness his journey and growth over the years.
In Good Attracts Good, Sam has thoughtfully reflected on the meaning to lead with intention where trust is increasingly scarce.
What makes this book compelling is that it treats personal branding as an authentic expression of one’s values, experience and contribution to society.
This is a meaningful read for anyone who wants to influence through trust and sincerity.
Chief People Officer @ Tiket.com
MENTOR MESSAGE / 04For years, I have had the privilege of knowing Sam Neo not just as a visionary corpreneur (corporate preneur), but as a deeply intentional human being devoted to helping others grow.
His journey embodies the core message of this book, when people grow with clarity and authenticity, opportunities follow.
Sam never kept his insights to himself, he consistently mentored, encouraged, and opened doors for those around him, believing that trust is the real currency of leadership in the AI age.
This book is a reflection of that lifelong commitment to enabling people to be seen, heard, and truly believed in.
I highly recommend this book to anyone who wants to grow and help others grow.
CEO @ Kitchen Haus Group; President Advisor @ ACAPS
MENTOR MESSAGE / 05I highly recommend this book for any leader who is tired of working hard yet feeling invisible.
Sam Neo offers a refreshingly grounded approach to personal branding, not as a vanity project, but as a strategic tool for building trust and opening doors.
His frameworks (VISAA, VEE, and the 80:20 principle) are practical and immediately actionable, cutting through the noise of social media hacks to focus on what truly matters: authenticity, intentionality, and genuine human connection.
If you want to stop chasing opportunities and start attracting the right ones, this is your playbook.
Consultant @ Spencer Stuart; Former Managing Director @ Kincentric
MENTOR MESSAGE / 06In a world overflowing with expertise but starved of attention, the leaders who create lasting impact are rarely the loudest. They are the clearest, the most authentic, and the most trusted.
That is why Sam Neo’s message matters.
Through his own journey, Sam shows that success is not just about what you know, but how clearly you communicate your value, share your expertise, and build trust.
Two ideas from this book stood out for me: “Identity is who you are. Intention is why you share that with the world.” And, “People trust what they have consistently seen.”
Together, they capture the essence of authentic influence: know who you are, create value with intention, and show up consistently.
In an era increasingly shaped by technology and AI, trust remains the ultimate differentiator. This book offers leaders a practical roadmap to strengthen credibility, grow influence, and be remembered for what truly matters.
Author of Career In Sight; Co Founder @ Insights Horizon
MENTOR MESSAGE / 07I have had the privilege of knowing Sam Neo since 2014, and in that time I have seen him consistently give of himself to the community, whether through mentoring, championing employee engagement, or simply leading by example with courage and clarity.
What has always inspired me is his boldness to pursue a mission larger than himself, and his ability to help others, like me, find strength in that same pursuit.
This book reflects the essence of who Sam is: a leader who turns intention into influence, and influence into opportunity, not for personal gain, but to enable people and communities to grow.
Managing Director @ Strategy Focused Group; Former CEO @ Great Place to Work Institute Gulf
MENTOR MESSAGE / 08I have known Sam for years, and I have watched him build something most people only talk about.
I have argued for years that leadership development is a revenue strategy, not a perk. But systems and competencies only build capability. Capability alone does not become opportunity. Somebody still has to see it.
That is where Good Attracts Good matters. Sam calls it intention: knowing who you are, why you want others to see it, and showing up clearly enough for the right people to recognise your value.
What I appreciate most is how practical the book is. Sam writes about asking well, following up, building relationships, giving value, and staying visible. Ordinary things done with intention are what careers are built on.
Good does attract good. But as Sam puts it, intention attracts the right good.
Read it slowly. Then do the exercises honestly.
Full messages from the book’s mentors. Professional titles are reproduced as credited in the manuscript.
Read it for yourself.
Gift it to someone you believe in.
Explore leadership branding through storytelling, value exchange and community building. Start with an intention that matters to you, then put it into practice.
Get a copy for yourself or choose a meaningful gift.
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Invest in 50 people you want
to see grow as leaders.
Limited-time offer: Purchase 50 books and receive a one-hour corporate lunch talk with Sam Neo.
Bring the ideas off the page and into your organisation. Gift the books to your leaders, employees, clients or community, then explore leadership branding together with the author.
Explore the corporate package ↗Contact us for package details, availability and a tailored quotation.
THE HUMAN BEHIND THE BOOK.Join Sam Neo and fellow HR and business leaders in Singapore to celebrate Good Attracts Good.
Event date Today
Join Sam Neo for an exclusive gathering celebrating the launch of his new book, Good Attracts Good.
Bringing together HR and business leaders in Singapore, this intimate event features Sam's personal journey, reflections from his mentors, and meaningful conversations around leadership, trust, and influence.
More than a book launch, it's a celebration of the people who help us grow and an invitation to pass the good forward.
For HR and business leaders.
Planning a corporate book and author package? Tell the Stories of Asia team what you have in mind.
Corporate leaders, founders, entrepreneurs, HR professionals and emerging leaders who want to communicate their value, build trust and grow their influence with intention.
28 intentions organised around Storytelling, Value Exchange and Community Building. The book combines Sam’s personal stories with practical ideas and reflection, and closes with “Your Next 90 Days”.
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The featured package includes 50 copies of Good Attracts Good and a 1 hour Leadership Branding Lunch Talk with Sam Neo. Contact us for package details, scheduling and a quotation.
Yes, share your audience, book quantity, location and preferred timing through the contact page. The team can discuss suitable options and confirm what is available.
YOUR STORY. YOUR PEOPLE. YOUR NEXT CHAPTER.