Over the past 5 years, there’s been an explosion of interest in purpose-driven leadership.

Academics argue persuasively that an executive’s most important role is to be a steward of the organisation’s or the Brand’s purpose. Business experts make the case

‘Purpose’ has a very popular focus today. Many people are focusing on their purpose and companies are reaching out to public relations/marketing/market research firms to help them define or refine their organisation’s purpose.

‘In a time of heightened stakeholder expectations, business leaders are rightly concerned with how purpose can boost innovation and brand value—for them, the value lies in illuminating purpose on the commercial side of the business AND the people side of business’ (Price Waterhouse Cooper, Business survey May 2016).

This new course is not your typical research or marketing workshop.

But if you want to understand your clients’ motivations and needs, understanding purpose will put you ahead of the rest and this course aims to introduce you to the importance of Purpose both at the individual level and at the company/Brand level.

Who would benefit

This course is for anyone who wants to:

  • Uncover their own leadership purpose and what it means for how they work within their own company.
  • Understand how to create a team purpose and get a taster for how to cultivate a culture around this purpose.
  • Explore how to help brands and companies identify and curate their own sense of Purpose.

It will also be valuable for anyone who is:

  • Curious about how to drive motivation, engagement and productivity within themselves or others (team leaders, Directors of teams, HR or Learning & Development).
  • Concerned with the areas of business, marketing and psychology and wants to see how the latest thinking can be applied to brands (brand, marketing, insight, comms)
  • Working with a Brand or Company currently on the journey to uncovering Purpose (or already working with a Purpose) and wishes to know how it will affect you and your work.

Overall, to gain a better understanding of what Purpose is and how to apply it:

  • How can we uncover it at an individual level, for teams and also for organisations.
  • How can we do this to ensure our client relationships are strengthened and our ability to deliver to our clients’ purpose is on point.
Learning outcomes
  • You will gain a deeper understanding of how to be more engaged, motivated and productive in your work and your career.
  • Get clarity in who you are, what makes you distinct and how to bring more of it into everything you do.
  • Reframe your approach to work and your clients and tackle projects and client relationships with new-found vigour.



The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

For 15 years it has been Jodie’s business to understand what makes people tick, and to use that learning to help people be more engaged in their work, feel more empowered and so become more productive for the business they’re in.

She works mainly in large multinational corporations and regularly for individual career-builders and career-changers. She is an independent human behaviour consultant, an employee engagement and teambuilding skills trainer and workshop facilitator, a professional development coach, and, her original discipline at Unilever, a seasoned brand and consumer behaviour researcher.

Jodie also runs a motivational speaking and communications skills business. Since 2015 she has been a Visiting Professor of Professional Development at Berklee College of Music in Valencia.

As well as 7 years at Unilever as a consumer behaviour researcher and senior global insights manager, Jodie has worked closely with British Airways, Virgin Media, Reckitt Benckiser and Barclays and other large corporations. She’s guided their teams on how to understand the psychology of decision making, influence and communication and how to use this to understand consumer behaviour and apply it to the business. In other words, how to understand the human mind, how we interact, what motivates us and what holds us back. She’s has conducted such strategic understanding in 21 countries across six continents.

She has a degree in psychology and interpersonal communications which she leverages to bring the science and sound empirical research into everything she does.

Additional Information

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