A few weeks ago, I was talking to a founder who’d built an incredible consumer brand.
Her customers loved what she stood for. Sales were growing, her community was engaged - everything was moving in the right direction.

But she realised that the next big leap in revenue would only come from B2B (b...

Over the past three years, I’ve spoken to - and worked with - many startups determined to make a difference. They all have brilliant ideas, boundless passion, and have poured their hearts, and often their savings, into building their brands.

But here’s the brutal truth: 10% of startups fail in the ...

Purpose can sound fluffy or fake — another corporate buzzword stripped of real meaning. But done right, it’s your most valuable business asset.

When it’s the heartbeat of your business, it differentiates your brand, builds deep emotional connections with customers, and drives long-term growth.

In ...

If you’ve been following me for a while, you’ll know I’m passionate about purpose as the key to building winning brands.

And here’s why:

• Purpose is your biggest competitive advantage – helping you stand out in a saturated market
• Purpose creates an emotional connection with clients who share th...

In Part 1, we tackled the foundational five pitfalls that weaken purpose strategies and how bold brands break through:

1. Get Crystal Clear On Your Impact: Define the specific change you exist to make
2. Focus Your Efforts: Go deep on one aligned cause, not wide on many
3. Build Trust And Loyalty: Don’t
...

Purpose. Everyone’s talking about it. Every brand claims to have one. But let’s be honest, it’s become somewhat of a trend and many brands that claim to have a purpose are simply playing it safe, with no real substance, action, or impact.

In a world that demands more from business than ever before,...

Let’s face it. Purpose has a bad rep these days. And no wonder, it’s everywhere: in ad campaigns, brand manifestos, social media hashtags, even on packaging.

We’ve all seen it – perhaps even done it ourselves – brands come up with a snazzy purpose statement, slap it on their website, launch a “soci...

The world is changing. Fast. As we hear over and over again, the new normal is that there is no normal.

Since 2020, we have seen the emergence of social movements such as Black Lives Matter and Woman, Life, Freedom, COVID shutting the world down, wars breaking out in Ukraine and Gaza, catastrophic...

As the world undergoes another seismic shift under the new political landscape, many of us may be feeling lost (again!). The search for more meaning in our lives and our work becomes more present. Despite ticking all the external boxes for success, deep down, somewhere we can’t quite pinpoint, a dee...

As the near year begins, so do new possibilities!

But you also have a million and one priorities on your plate and the pressure to post constantly can feel overwhelming. I know this because I have faced it myself.

Every time I have a conversation with a budding entrepreneur, there’s the same feel...

As the year winds down, the first snow falls, Christmas lights sparkle and the inevitable winter fatigue sets in, I thought I’d share a more personal take to this month’s article.

It’s been 2.5 years since I left my 20-year long career in the corporate world. The transition was harsh, to say the le...

In today’s world, where you can buy online 24/7, compare products and prices at the click of a button and are inundated with marketing messages wherever you look, it’s no longer enough to have a great product or service.  

To make your business memorable, stand out versus your competitors and engag...