Category Archives: Purposeful Brands

Want to create Purpose-led business: ask yourself big questions

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If I asked you to name a manufacturer who is a shining beacon of  purpose-led business, sustainability and a leading light in regenerative business, social enterprise and also a proponent of biomimicry – what would you be likely to say? You might name IKEA, or Seventh Generation or if you were very manufacturing aware you might say Samsung, Siemens or even Adidas. But would you say carpet tiles? Those things of the 70s that inhabit grotty offices and cheap properties? I may be showing my age here, but if you’re like me you are in for a very pleasant surprise! Because last week I discovered Interface – not only a manufacturer of fairly cool, trendy looking flooring but one of the most innovative entrepreneurial businesses I’ve come across this year. Read More

12 Top Reads on The Future of Business

By | future, Inspired By Nature, Purposeful Brands | No Comments

For anyone who believes that business has a role in tackling the grand challenges of humanity, like energy, water scarcity, food security, population, biodiversity loss, resource depletion, climate change, or even if you just believe business needs to become more purposeful, here are 10 books you can’t afford to miss.  The future of business, or maybe the future form of business, lies somewhere in all of these books.  Read More

Jos de Blok

Buurtzorg: reinventing the care industry through trust

By | business models, Purposeful Brands | No Comments

After the awful events overnight in Paris, it occurs to me that we need to focus on positive news in the face of horror. I was lucky enough to attend Meaning Conference in Brighton last week; a conference focused on people and organisations who want to build better businesses and believe that business has a role to play in the global challenges we face. I had been really looking forward to hearing Jos de Blok, founder of Buurtzorg a Dutch care organisation which has been much hailed by the ‘teal’ community. Here’s the learning I took away from a very inspiring, and often funny presentation. Read More

8 Dots to Join Towards A Better Future

By | Connection, future, Inspired By Nature, Purposeful Brands | 3 Comments

Have you ever felt that there was something just out of reach of your fingers, your pen or your mind – an idea just waiting to be born? That if you could just reach out to it and nail it to a piece of paper, it could take flight and become real? Somehow amongst all the confusion and change going on I keep getting glimpses of dots joining up which offer hope of a better future.

I really think despite every indicator to the contrary that there’s something really exciting going on in the world at the moment. Something that you aren’t likely to see on the evening news or written up in your average newspaper. But nevertheless, it’s there. It has taken me two years to dig it out and join the dots in my own mind but the more I dig, the more I see and the more people on the same wavelength I connect with. It sometimes seems slow and organic, but every time I take another peek I get more and more excited that it is going to give rise to a new way of living and working on the planet – even if we can’t see what that will look like today. Read More

3 Lessons I Learned from Yvon Chouinard

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I was lucky enough to work for Yvon Chouinard and Patagonia in the early years of its growth in Europe.  Of all the outdoor brands I represented while living in Switzerland and afterwards through my own creative agency based in London, Patagonia was the brand all extreme outdoor sports enthusiasts aspired to be hired by.  Whether you were a ski photographer, a brand-builder or a designer. Yvon Chouinard was one of the first people I ever met with such complete clarity of vision, values and ethics, I cherish the time and the lessons I learned. There were many but three stand out. Read More

How to build the components of a great brand story

By | brand storytelling, Connection, Creativity, Purposeful Brands | No Comments
Storytelling is the latest, greatest strategy buzzword.  Following on right behind disruption, innovation, creativity and even thinking.  Storytelling is the new black. Storytelling is nothing really new to the creative community; any good brand creative knows a brand is only as good as the deep emotional connection it makes with its audience.  And what better way to do that than through a story.  So what are the components of a great brand story and how do you create one? Read More