WEBVTT
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Hello, Biggs.
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Hello.
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How are you doing?
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Very, very well cooler this week, so but it's a little nice and warm, so that's good.
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So Biggs, I thought we should introduce our podcast to people before uh we kick it off.
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Um it's the purpose of the pinwheel podcast.
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Do you want to um talk about why why purpose pinwheel?
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Where does that come from?
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Yeah, so the purpose pinwheel just came from um discussions that we've been having like for a long time, just about purpose and how we can really simplify it down into some kind of model that would be easy to understand exactly how purpose is integrated into businesses.
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Um, because the challenge at the moment is that purpose is often just words only on a website, um, or it's very much siloed in terms of the department which is responsible for it, or uh just in how it's yeah, used basically.
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Uh so we really wanted to show how it actually needs to be completely integrated, and if you start with it in the very centre of the pinwheel, then that's gonna just sort of ripple out.
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Um, so with the we're trying to simplify it into how many sections um there are as well, and the pinwheel just seemed like the perfect analogy for it.
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So you've got um a model which is very much got a childlike essence to it from the pinwheel because it's made from paper and a stick.
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Um, but everything revolves around the centre, which is the purpose, so around the pin.
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So this is your pin point.
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Um so that just keeps everything sort of going and it's got the momentum when everything is all pulling in the same direction.
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So we've got six different spokes on the pinwheel.
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So the first one is people, and then we've got planets, processes, policies, profit, and performance.
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Um, and they're quite varied, but as I say, once everything is all lined up and it's all going around the same direction, you've got that sense of momentum, that re-energising, and also the restoration um side of it as well, which is really important, and I think purpose and you know things that we're wanting to make a difference in the world so that everybody's thriving, the well-being of the planet, well-being of people, it all needs to be in that so that nothing gets um left behind or missed out, and it doesn't become just a nice to have, or you know, is not dropped at the first moment that there's sign of challenge or too busy, there's not enough time to do things.
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It's making sure that it's really a central force for your business.
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Absolutely.
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And it just so happened, I mean, you and I have been friends for a very long time, but it just so happened, I think, over the last year or so in particular, we've both been working with clients that are just missing something in terms of where they are.
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They are, you know, purpose-led clients, they have a purpose, but it just seems to stop somewhere, right?
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It doesn't trickle all the way through their business.
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You know, it could just be a line on a website, as you said earlier, or sometimes it was just an odd, we will plant a tree at the end, which didn't connect with anything else that was happening.
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Um, and for me, that's what it was, right?
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We were we were sharing these stories with each other and our frustration.
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And I think we're both at such different places in our purpose journey, right?
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I think you're quite um centered on your purpose, you know where that is and where that's landing.
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And I'm I'm developing, right?
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I'm I'm trying to work out my I know what I want it to be, but I haven't quite got it there.
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So I think between us, we're also a good match for people we want to talk to, right?
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Definitely.
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I think part of that challenge is articulating it, and I think that's just something that does evolve over time.
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Um, I think if you start off with, you know, just just something, it doesn't have to be perfect, but if you just get something down in words to start with that you can start playing around with and you can let it mull over, and it develops over time, sort of the more that you are working towards it, um, and the more that you see the impact sort of taking effect, and then you can start honing it and um developing further.
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And I think that's one of the problems is this whole perfectionism, isn't it?
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Where we just like we can't share anything until we've got it actually nailed and uh put it out there.
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So actually, this was part of the whole purpose pinwheel journey as well, is just helping other people share their stories where they're at.
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As I say, people are on very different stages, but it's all really important.
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Every action that we can take together is gonna make just such a difference to the futures of everybody and everyone that you care about as well.
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So it's yeah, a really, really important piece of work.
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Absolutely.
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And I mean, touching on that, what does purpose mean to you, Bix?
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Oh, that's a very good question.
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So um it's very much about for me, like the meaning.
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It has to have a like a meaning, a personal connection, um, and a commitment, I think is a nice way to sum it up.
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So it's something that is like non-negotiable for you as well.
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Um so it's just something that really guides you um in your decision making, um, and that's something that I really try and you know help the clients through as well.
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So, with um you know, doing the brand design and brand strategy, it's really starting with a purpose, even if it can't be completely nailed in you know that very first instance where we're looking at it, but that actually helps develop the entire brand identity, um, the voice of the brand, just all the characteristics as well.
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It starts identifying this whole ecosystem and persona.
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Um, and once you've got that and it really aligns, and you just see that's um that kind of light bulb moment for the clients, it's just when you know that that's the right thing, they're fully aligned with it, is something that they can then fully step into.
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It gives them that sort of confidence and the courage to um go out there, show what they stand for, um, and as well as attracting other people who share the same value.
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So it's a really key piece, um, and it's sort of fundamental and central to my work that I do as well.
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And it's just now helping people to take it further, so it's yeah, much more integrated.
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Absolutely.
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And I think the same for me in my work, right?
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So I I'm helping people with their marketing strategy, a lot of it's aligned about who's your ideal client.
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And so many people go, oh, everyone's my client, right?
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Everyone's my client.
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And again, when you have a purpose, is it everyone?
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Is it everyone?
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I mean, you know, are they not some people that you just won't connect with, that they will actively hurt your business by being part of it, right?
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Because their values don't align, as you said, or something's off, um, or they're using child labor, or something that doesn't align with you.
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So being really clear on what that is helps with your entire strategy, right?
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In terms of even you know, your marketing tactics, what what will you and won't you do?
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What's what's an okay thing?
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Um, and and I've had like really interesting conversations which are in progress.
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AI, for example, is one of those in progress conversations, right?
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Um, in terms of where it sits on the good and the bad side, right?
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It's one of those.
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But that's what makes our work, I think both of our work so exciting is these are conversations, they're not a list of rules.
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It's not a a blanket, you will.
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It's guiding, right?
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In terms of what feels good and ending up with a good result for the planet and everyone in it.
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Yes, absolutely.
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You know, the uh sort of analogy that I like to use for it actually is a bit like um if you take a look at a farmer, you know, they have to be available 24-7.
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Um, they can't just switch off, they can't stop what they're doing, they've got a animal welfare, um, but they've got to make sure it's looked after, they've got the land to look after, they've got to work with the seasons for no matter what's being thrown at them.
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Um, and it's like with your purpose, it should be there 24-7 for you.
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And it's you know, you don't you can't sort of live one life in your brand and then a completely separate one in your personal life.
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If it's if you can find that real personal connection there, it's something that you're gonna be living and breathing, and it's gonna just sort of emulate from there and sort of radiate out, and I think that's a a nice way of thinking about it.
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And our farmers are sort of the champions that we need as well, um, to bring the better planet around.
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So it's I think that's a really nice um synergy there that we're all working together to make the better future.
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I love that.
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I think that's really, really cool.
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And so the guests that we plan to have on our show, like how would you describe them?
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Uh, from so many different backgrounds, uh, different industries.
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Uh we've got people ranging from cell openners through to um SMEs, uh community groups and um organizations, collaborators.
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So we've got a really nice host of different guests coming up, and as we said, they're all gonna be at different stages of their journey.
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But what I'm I know we're gonna get is like really honest and heartening, hopeful conversations.
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Um, really about where they're at.
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Yeah, definitely.
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Um, and then there's gonna be all these stories of um courage, conviction, hopefully talking to them about challenges as well, because that that's gonna come with every journey that we need to overcome, and the creativity to overcome those challenges and take up on the new opportunities as well as collaboration, uh, which is what you and I are doing with it as well, which I think is really you know, it's a really good thing to work together as well.
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And I think again that helps to sort of starve off that siloed effect as well, because you know, people are working together, they're sharing resources.
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Um, you know, it's not sort of duplicating work up, it's sort of bringing things together to make the most and most powerful.
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Um, so yeah, so I think we're gonna actually sort of hear and feel purpose through these stories, but in an everyday down-to-earth language, so really sort of authentic.
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Um, and then actually I think it's gonna all reveal through those words um the actual innate role of purpose as well.
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So you've got that whole guiding uh factor that purpose gives to a business, uh, the re-energising we spoke about, so it's gonna sort of pick you up when there are those really challenging times to keep on going, um, that sort of conviction to keep going, as well as the momentum.
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So once you're going in, and it's like for you and me, every time we sort of catch up, we get so excited about the different topics.
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Um, and yeah, you can't sort of stop us from talking then, so we're we're sort of off.
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Um, but yes, I think I think that's gonna be sort of what's gonna come through from a lot of stories.
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So yeah, very excited to introduce them.
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Absolutely, and for our listeners, you will also be inspired.
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You're gonna hear some down-to-earth stories, right?
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What's the reality?
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Some simple and ideas that I mean, with me, some of the ideas have blown my mind.
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It's not something I would ever have considered, but when I hear it, I'm like, oh wow, that's so awesome.
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And so hopefully you will also be hearing that.
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Give you some ideas to take into your business, right?
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It'll be really good sound.
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So, what are your um hopes for the Parkers Pimmel podcast?
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Yeah, I think my hopes are just that.
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I hope people get inspired.
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Like I'm inspired.
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I'm inspired by you every time we talk, I'm inspired by every guest we meet.
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Um, and what I love is even over the last year before we've even started thinking about the podcast, is every time we meet, we're both like, oh, I heard this this week, or I saw this this week.
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Like it's happening all around us, right?
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And I think bringing it to the fore, because, and I have met clients like this where it just feels too much, right?
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Changing the world feels too huge, feels too much.
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There's just like, who am I?
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This small drop in the ocean.
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I'm not gonna make any difference.
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But if we're all blowing our part, if we're all doing our little piece, and I know you're a big believer in that as well, it has to have a roll-on effect, right?
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If we all sit and do nothing, that has an effect.
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So why don't we all rather do something, right?
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Yeah.
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Uh so that's my hope.
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I hope people listening to this who are maybe worrying about it or have and I suppose where where I've been is have this feeling that what we're doing is not enough, that we want we want more.
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You know, we're doing good in our businesses, we're you know, we're contributing, but it just feels disjointed and getting it aligned and actually understanding where you're sitting, if that helps people do that, ah, that's a win for me.
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What about you?
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Yeah, it sounds perfect.
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Um, yeah, all of that, I think, and also like the opportunity to change um systems and processes and uh frameworks that people are using.
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So I think, as I said before, like so often it does get siloed off to one department is actually it's the role of everybody in the business.
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It's again very similar to marketing roles, isn't it?
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Where it's either all lumped under one head, but it's just one department doing it, or even with sustainability where it's sort of down to one person, it actually all of those roles need to be across everybody, everyone's got a responsibility there.
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Um, and brands for me just hold this really significant space and a responsibility to make a difference.
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Um, so I think if we can actually reach more people through the podcast, like beyond our networks, again, it's helping to get beyond that silo effect, it's helping to share those stories of hope.
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Um, the things that are working for people, uh the actions that are gonna be really integrated.
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Really, yeah, good news.
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We need so much more good news sort of being spread around.
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We definitely need good news.
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Yeah, definitely.
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Um yes, I just really want to see people living and breathing their purpose.
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Um, yeah, I think that's the the big bit for me.
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And both of us were quite convinced about the fact that purpose has to be more than a line on your website, right?
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Um and with your branding um background and design background and my strategy background and implementation background, we've both seen from both sides where it just gets parked.
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Either it's a I don't know, a B-court badge that you earned and then it's plonked there, and that's the end of it.
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Or um, you know, you've joined someone with a it's ticked, it's a tick, I'm done now.
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Or, you know, you put a statement on your website, or you know, you you join one of these um many um companies out there who help you don't you know plant a tree or anything like that, but not even thinking.
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And I think what the big wake-up for me was when I went to a a webinar where they said that not all the planted tree places are good for the environment, that some of them are planting the wrong kind of tree.
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And actually, it's bad for the environment.
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So you have to do your homework, even, right?
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You can't just trust, oh, I will send you money and you're gonna do the right thing.
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So that was that was because I thought planting a tree must be good, right?
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Must be good.
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But actually, you could be calling it.
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If you're planting the wrong tree in the wrong place, that is bad because it'll kill off everything else, right?
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Yeah, and it's also sort of planting it at the right time and the maintenance afterwards, you know, sort of making sure that it's got everything it needs, especially in the first few years, to fully establish.
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Um, it's really important for all the trees.
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So yeah, they're absolutely really good.
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We need more of them, we definitely need more for the shade, um, and to start cooling things down.
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But as you say, it's just finding the right avenues that are gonna help communicate your purpose more rather than it just being a sticking plaster, I guess is the yes or one way of looking at it, isn't it?
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Because you feel like you're doing the right things, but it's you just want it to go deeper, just a little bit deeper.
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Well, with tick box, right?
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We don't we we don't want none of our guests are gonna be tick box guys.
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So um we'll have done that homework.
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No tick box people.
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Definitely, yeah.
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It is really important.
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I think there are so many different sort of initiatives as well that you can use um an accreditation so you can work towards, but as you say, it's important that it doesn't just that be the sort of the means to an end that it's actually like with the boy um sorry, with the B Corp or for I don't know, the just different chartered accreditations that you can get.
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I think you know you've got to keep going beyond that.
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It's it's a great way to visually show what you stand for and to have some evidence of saying, you know, that you are um applying and complying with all of these.
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Uh but it's got as I say, it's got to go on more than just like a shout out once in a blue mean sort of thing, because you've achieved it, but it's just got to be integrated into your processes and everything that's um going on, which is where the pinwheel will come in to to help people to realise how everything sort of slots together as well.
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Absolutely.
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And uh I suppose the question our listeners may be asking themselves is who are we?
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Why us?
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Do you want to introduce yourself, Nicks?
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Yeah, well we actually challenged each other to um to try and describe what we did and why, as if we were explaining it to a six-year-old.
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And I think actually it's a really useful uh exercise for artists to do as well, just because it helps you to sort of hone in what these sort of impacts are.
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Uh so we're in those lines, it's helping um people who are using their work to do good or want to do good through their work, um, to draw their ideas into life for people, planet, and uh places.
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Um, so that's that's my sort of um simplified version of what I do.
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Um, but it's all about as I say, the brand purpose strategy and how that then gets communicated through your brand.
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So this has gone beyond the six-year-old speak now, but to um, but just to help people feel really aligned so that their brand is something that they can step into.
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It feels like them, it gives them that confidence to you know put their name out there, show what they're doing, um, and show that they that they believe in themselves as well, and and and that other people should too, because you know they're gonna be aligning with the values and everything, and I think that's something that's really really powerful because I say as soon as I see the those moments spark uh with the clients, it's just when you know that it's it's there, um, and then their excitement as well to sort of take that out into the world.
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And actually, when I was talking to you about the um how we'd explain it as you know for a six-year-old, um, that whole uh concept of drawing ideas into life was actually something the client said to me uh last week, it's like I can't wait to see this all come to life.
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So it's that is kind of the um yeah, so the big impact.
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Um, how about for you?
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Do you want to introduce yourself, Eric?
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Uh so yeah, my big title, I suppose, is marketing strategy.
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I've been doing that for many, many, many years.
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Um, started in corporate and then moved into my own to explain what I do.
00:20:49.199 --> 00:20:54.639
And this is an interesting dinner table talk at my house because my kids think marketing is evil.
00:20:54.879 --> 00:20:56.639
And and people can see that, right?
00:20:56.799 --> 00:21:01.919
Because the common belief is marketing is to convince you to buy something you don't want.
00:21:04.479 --> 00:21:11.919
But my turnaround is I really help people find the clients who want, need, and can afford them.
00:21:13.599 --> 00:21:17.919
Um, and so it's it's a pool of marketing that I love.
00:21:18.079 --> 00:21:20.319
I don't like the chasing marketing.
00:21:20.479 --> 00:21:27.119
And that's what I help people do, is find the clients who want, need, and can afford them.
00:21:27.759 --> 00:21:29.919
And that's how I would explain it.
00:21:30.319 --> 00:21:33.759
And yeah, marketing strategy is is the baseline.
00:21:33.839 --> 00:21:35.599
So many companies do tactics.
00:21:35.919 --> 00:21:40.159
So, you know, doing Facebook or LinkedIn or anything, that's tactics.
00:21:40.559 --> 00:21:46.639
But if you start with a strategy of who your audience is, and this is the same with your purpose, right?
00:21:46.799 --> 00:21:48.559
Who is your audience?
00:21:48.959 --> 00:21:50.240
What do they want?
00:21:50.399 --> 00:21:58.959
And especially in purpose-led organizations, because these new generations coming in are so much more aligned to purpose.
00:21:59.279 --> 00:22:01.599
They are pushing so much harder.
00:22:02.079 --> 00:22:07.199
I had I do mentoring for young people and interesting headspace show.
00:22:07.599 --> 00:22:11.759
For me, because she came on the call and she was like, Oh, I'm so irritated.
00:22:12.319 --> 00:22:15.839
My end time is four o'clock and my boss made me work until half is four.
00:22:17.199 --> 00:22:20.639
And my instinct was what's wrong with you?
00:22:20.719 --> 00:22:22.319
What's wrong with Hoppers Four, right?
00:22:22.799 --> 00:22:28.000
Uh and I had to, as a mentor, take a step back out of my own head and listen to her.
00:22:28.559 --> 00:22:36.719
And for her, it was disrespectful in that there was no conversation about what else did you have planned.
00:22:37.359 --> 00:22:43.759
Did you have anything else on the expectation that she would just say?
00:22:44.639 --> 00:22:45.279
That was it.
00:22:45.679 --> 00:22:48.399
It wasn't the staying, it was the way it was handled.
00:22:49.119 --> 00:22:53.439
But so interesting because in my generation that was the absolute norm.
00:22:53.599 --> 00:22:57.839
You stayed, worked late as possible, did as much as possible, right?
00:22:58.639 --> 00:23:16.000
Um I think a lot of the um the changes in the world and a lot of what's driving purpose is this new generation seems to be much more aware and awake to the impact on the broader world, right?
00:23:16.240 --> 00:23:20.799
Not just my little space, um, which is fascinating.
00:23:20.959 --> 00:23:26.799
I've heard of youngsters turning down big paychecks because they didn't believe in the company.
00:23:27.519 --> 00:23:31.919
So, you know, even staffing now is going to be guided by your purpose.
00:23:32.879 --> 00:23:44.799
So, yeah, that's also having it's sort of like for the brand as well and organization to hold that space where people can come in and also fulfill their own personal purpose as part of the bigger purpose.
00:23:45.119 --> 00:24:06.639
So it's kind of like we're it's almost like the um the Russian doll where you know it's like everybody's got their role to play, it's part of this purpose, but the ultimate one you know we're all striving to create together is this better world that everyone's gonna thrive in, and um yeah, it's it's trying to keep keep hold of that vision here when things do get tough as well, as for what you can do to work towards it.
00:24:06.799 --> 00:24:16.479
And just sort of touching back on um what you're saying with marketing as well being a bad, a bad thing, I think actually from both of us with the skill sets.
00:24:16.719 --> 00:24:24.719
Yes, there is that element in the history of where it was you know, selling people stuff that they just really didn't need and getting them to buy more than they needed.
00:24:24.959 --> 00:24:30.879
But actually, the skills that we're needing, or the change that we're needing now is the sort of behaviours, the habits.
00:24:31.039 --> 00:24:40.000
Um, so if we can inspire, like I say, those little actions that people can take, that's uh that's good marketing, that's that's the job done then.
00:24:40.319 --> 00:24:42.399
So that's where it all ripples out, isn't it?
00:24:42.639 --> 00:24:43.279
Beyond.
00:24:43.519 --> 00:24:46.479
Um, so yeah, so I think that's that's really key.
00:24:46.559 --> 00:24:54.000
And I know we've both done you know the carbon literacy training as well, so I think that is quite scary in itself doing it.
00:24:54.079 --> 00:24:58.719
There was um just the reality of where things are at.
00:24:58.799 --> 00:25:00.559
I think it was quite horrific.
00:25:00.719 --> 00:25:06.959
And the first sort of days it was like, Oh my goodness, am I gonna be able to sort of go back for the second day of the training?
00:25:07.039 --> 00:25:08.879
Because it was just quite depressing.
00:25:09.039 --> 00:25:17.359
But then you started hearing those stories of hope, um, the things that are taking place that you just don't hear about um in the mainstream.
00:25:17.519 --> 00:25:30.959
Um, so again, sort of going back to the purpose primable podcast, that's what we're hoping to help bring more to the forefront and and share more of those stories of hope and yeah, the realities, the realities of running a purposeful business.
00:25:31.679 --> 00:25:32.639
Absolutely.
00:25:33.039 --> 00:25:38.639
I think that storytelling is important because our media is so full of negativity, right?
00:25:38.799 --> 00:25:43.359
There's so much, and even anything on climate change, it's just negative, right?
00:25:43.439 --> 00:25:49.359
It's just so doom and gloom, you know, end of the world kind of stuff.
00:25:49.599 --> 00:25:53.039
And actually, there's so much good, pockets of good happening all over.
00:25:53.119 --> 00:25:58.159
And if we can bring that to the fore to help inspire more people, that would make me very, very happy.
00:25:58.319 --> 00:26:07.679
Because I get inspired every time I meet someone doing something awesome, whether it's for people or planet or just you know, anything that they're doing.
00:26:07.759 --> 00:26:10.959
I just oh, it just inspires me to try harder.
00:26:12.000 --> 00:26:13.199
Yeah, definitely.
00:26:13.279 --> 00:26:15.839
And and it's that wanting to get involved, isn't it, as well?
00:26:16.000 --> 00:26:20.879
So it's just like you say, those stories are really powerful, and the words are really powerful as well.
00:26:21.199 --> 00:26:36.559
I think it's really key that we find the right words as well and not make it too industry specific or too um too opposing, I guess, like so that people really understand what the meaning is behind the words that we're using.
00:26:36.719 --> 00:26:41.439
Um, I think a good example is sort of with um the extreme heat we've been having.
00:26:41.599 --> 00:26:47.839
I know that a lot of people were saying about um the heat wave and sort of referencing it's like that.
00:26:48.079 --> 00:26:56.799
But actually to some people, heat wave is uh kind of a positive thing because it's like, oh you know, it's no more rain, it's it's sunny again, we can go out and enjoy.
00:26:56.959 --> 00:27:13.439
Whereas actually looking at the temperatures and seeing how it was across, you know, the last five, I don't know, five decades, so it's um just so extreme seeing the heat maps um and seeing how much of the world actually now is in in the red.
00:27:14.000 --> 00:27:23.279
Um so yeah, I think we just have to be really careful with the words um in our storytelling, just so that people understand actually the seriousness of it.
00:27:23.359 --> 00:27:34.399
Um whilst it's lovely seeing the sun, it has got such big impacts um to everybody's well-being, um, the people as well as uh the wildlife.
00:27:34.799 --> 00:27:48.399
Um so yeah, so we just need as many people as we can really finding, you know, their their purpose and start start trail um yeah, trailblazing with it, uh making their own paths and finding the innovations to bring that to the forefront.
00:27:48.879 --> 00:27:49.759
Absolutely.
00:27:50.000 --> 00:27:54.319
We actually had um a hedgehog rescue the other night.
00:27:54.559 --> 00:27:59.599
Uh found a hedgehog who was really straggling in the heat.
00:28:00.079 --> 00:28:11.279
Uh so took it off to the hedgehog rescue um center and found out it had ticks as well, Shay, and was dehydrated, but saved a hedgehog, right?
00:28:11.359 --> 00:28:13.039
So it's uh it's little things.
00:28:13.919 --> 00:28:18.000
I think, and this is a hedgehog, I think, that's been visiting our garden a few times.
00:28:18.159 --> 00:28:23.279
We've seen him in our garden a few times, but this is the first time we felt worried about him.
00:28:23.519 --> 00:28:31.359
Like, oh maybe he needs a bit of a head um yeah, so we've got a regular sort of visitor in our garden as well.
00:28:31.599 --> 00:28:36.000
Um hedgehogs have got a bit of a soft spot for hedgehogs, I've got a little hedgehog house as well.
00:28:36.159 --> 00:28:43.439
But I was literally last, yeah, sort of um, it was late at night, probably about half ten, I think I went out just to try and do a bit of watering in the heat wave.
00:28:43.599 --> 00:28:46.399
In the heat wave for the extreme heat, I should say.
00:28:47.199 --> 00:28:48.559
Catching myself out now.
00:28:48.799 --> 00:29:00.559
Um but with the yeah, I was just sort of rushing to and go and just make sure things that were in pots had enough water to survive and then nearly tripped over this hedgehog that was rolled up in a ball on the grass, and I was like, is it all right?
00:29:00.719 --> 00:29:03.839
Because I was like, I just sort of stopped and sort of waited and it just wasn't moving.
00:29:03.919 --> 00:29:06.959
So I sat with it for about you know, probably probably about 10 minutes.
00:29:07.039 --> 00:29:09.039
I have no idea, time just seemed to fly.
00:29:09.199 --> 00:29:16.159
But I did put a little bit of um cat food out for it, and gradually you could sort of see it just starting to come out.
00:29:16.240 --> 00:29:20.000
The little nose came out and it started eating the biscuit, so it was like that was really a good sign.
00:29:20.159 --> 00:29:28.799
I'd put some water down as well, so it had a sniff there, and then it just then trundled off, so I think it was all all good, but it's just that little moment of, oh, is it okay?
00:29:29.039 --> 00:29:34.559
But it just it's those like um encounters, I think, with nature as well that just keep inspiring me to keep going.
00:29:34.719 --> 00:29:46.879
It just makes me I suppose it feels a bit like um a Christmas, you know, like how our Christmas used to feel as you were a child, the the excitement of having this unique connection with um something out in in nature.
00:29:47.039 --> 00:29:57.599
Um that just sort of keeps me me going and uh yeah, tops me back up to being right, let's go, let's do some more work for for wildlife of the planet and people uh see what we can change.
00:29:57.919 --> 00:29:59.599
Absolutely love it.
00:30:01.679 --> 00:30:11.919
All right, well, hope everybody listening is now inspired and you can't wait for our next episode, which we will be releasing soon.
00:30:12.399 --> 00:30:16.399
Fix any last words you want to share with our listeners?
00:30:17.839 --> 00:30:26.559
I think just um to come with compassion and curiosity, um, and yeah, and see see what you get inspired to um take away.
00:30:26.799 --> 00:30:32.399
It's I'm really looking forward to yeah, see hearing and um chatting with all of our guests.
00:30:32.559 --> 00:30:34.559
So yeah, that'd be really good.
00:30:34.719 --> 00:30:35.439
How about for you?
00:30:35.519 --> 00:30:38.399
Is there anything you'd like our listeners to take away?
00:30:38.719 --> 00:30:45.759
Yeah, I think obviously like, follow, do all the things to make sure you don't miss a single episode.
00:30:46.079 --> 00:31:07.839
And if you are a purpose-led organization and would love to share your story, no matter how big or small it is, it can be I Saved a Hedgehog story all the way to uh I save tons of waste food, whatever it is, come talk to us, contact us, the links will be in the chats, and uh we'd love to hear from you.
00:31:08.000 --> 00:31:09.679
So please do that as well.
00:31:09.759 --> 00:31:11.439
The more guests, the better.
00:31:12.959 --> 00:31:13.519
Thanks.
00:31:13.599 --> 00:31:17.519
It's been awesome chatting to you as usual, and I will see you on the next episode.
00:31:18.559 --> 00:31:22.159
Yeah, have a great rest of the day, Erica, and uh yeah, we'll see you soon.
00:31:22.399 --> 00:31:22.879
See you soon.
00:31:23.279 --> 00:31:23.759
Take care.
00:31:24.079 --> 00:31:24.559
Bye.
00:31:24.879 --> 00:31:25.359
Bye.
00:00:11.839 --> 00:00:13.199
Hello, Biggs.
00:00:14.879 --> 00:00:15.519
Hello.
00:00:17.600 --> 00:00:19.280
How are you doing?
00:00:22.879 --> 00:00:27.919
Very, very well cooler this week, so but it's a little nice and warm, so that's good.
00:00:31.439 --> 00:00:38.240
So Biggs, I thought we should introduce our podcast to people before uh we kick it off.
00:00:38.880 --> 00:00:44.240
Um it's the purpose of the pinwheel podcast.
00:00:45.039 --> 00:00:50.560
Do you want to um talk about why why purpose pinwheel?
00:00:50.719 --> 00:00:52.159
Where does that come from?
00:00:53.600 --> 00:01:11.840
Yeah, so the purpose pinwheel just came from um discussions that we've been having like for a long time, just about purpose and how we can really simplify it down into some kind of model that would be easy to understand exactly how purpose is integrated into businesses.
00:01:12.000 --> 00:01:30.239
Um, because the challenge at the moment is that purpose is often just words only on a website, um, or it's very much siloed in terms of the department which is responsible for it, or uh just in how it's yeah, used basically.
00:01:30.400 --> 00:01:41.519
Uh so we really wanted to show how it actually needs to be completely integrated, and if you start with it in the very centre of the pinwheel, then that's gonna just sort of ripple out.
00:01:41.760 --> 00:01:49.840
Um, so with the we're trying to simplify it into how many sections um there are as well, and the pinwheel just seemed like the perfect analogy for it.
00:01:50.000 --> 00:01:58.959
So you've got um a model which is very much got a childlike essence to it from the pinwheel because it's made from paper and a stick.
00:02:00.079 --> 00:02:05.519
Um, but everything revolves around the centre, which is the purpose, so around the pin.
00:02:05.679 --> 00:02:07.040
So this is your pin point.
00:02:07.519 --> 00:02:14.400
Um so that just keeps everything sort of going and it's got the momentum when everything is all pulling in the same direction.
00:02:14.640 --> 00:02:18.400
So we've got six different spokes on the pinwheel.
00:02:18.480 --> 00:02:25.760
So the first one is people, and then we've got planets, processes, policies, profit, and performance.
00:02:26.000 --> 00:03:05.920
Um, and they're quite varied, but as I say, once everything is all lined up and it's all going around the same direction, you've got that sense of momentum, that re-energising, and also the restoration um side of it as well, which is really important, and I think purpose and you know things that we're wanting to make a difference in the world so that everybody's thriving, the well-being of the planet, well-being of people, it all needs to be in that so that nothing gets um left behind or missed out, and it doesn't become just a nice to have, or you know, is not dropped at the first moment that there's sign of challenge or too busy, there's not enough time to do things.
00:03:06.080 --> 00:03:09.520
It's making sure that it's really a central force for your business.
00:03:10.160 --> 00:03:10.880
Absolutely.
00:03:11.120 --> 00:03:29.040
And it just so happened, I mean, you and I have been friends for a very long time, but it just so happened, I think, over the last year or so in particular, we've both been working with clients that are just missing something in terms of where they are.
00:03:29.200 --> 00:03:36.240
They are, you know, purpose-led clients, they have a purpose, but it just seems to stop somewhere, right?
00:03:36.320 --> 00:03:39.520
It doesn't trickle all the way through their business.
00:03:39.680 --> 00:03:54.240
You know, it could just be a line on a website, as you said earlier, or sometimes it was just an odd, we will plant a tree at the end, which didn't connect with anything else that was happening.
00:03:54.800 --> 00:03:57.040
Um, and for me, that's what it was, right?
00:03:57.120 --> 00:04:01.280
We were we were sharing these stories with each other and our frustration.
00:04:01.440 --> 00:04:05.200
And I think we're both at such different places in our purpose journey, right?
00:04:05.440 --> 00:04:11.280
I think you're quite um centered on your purpose, you know where that is and where that's landing.
00:04:11.360 --> 00:04:13.600
And I'm I'm developing, right?
00:04:13.760 --> 00:04:20.879
I'm I'm trying to work out my I know what I want it to be, but I haven't quite got it there.
00:04:20.959 --> 00:04:25.840
So I think between us, we're also a good match for people we want to talk to, right?
00:04:26.800 --> 00:04:27.280
Definitely.
00:04:27.360 --> 00:04:32.800
I think part of that challenge is articulating it, and I think that's just something that does evolve over time.
00:04:32.960 --> 00:04:53.280
Um, I think if you start off with, you know, just just something, it doesn't have to be perfect, but if you just get something down in words to start with that you can start playing around with and you can let it mull over, and it develops over time, sort of the more that you are working towards it, um, and the more that you see the impact sort of taking effect, and then you can start honing it and um developing further.
00:04:53.360 --> 00:04:56.639
And I think that's one of the problems is this whole perfectionism, isn't it?
00:04:56.800 --> 00:05:01.199
Where we just like we can't share anything until we've got it actually nailed and uh put it out there.
00:05:01.280 --> 00:05:07.040
So actually, this was part of the whole purpose pinwheel journey as well, is just helping other people share their stories where they're at.
00:05:07.280 --> 00:05:11.280
As I say, people are on very different stages, but it's all really important.
00:05:11.439 --> 00:05:19.759
Every action that we can take together is gonna make just such a difference to the futures of everybody and everyone that you care about as well.
00:05:19.840 --> 00:05:22.560
So it's yeah, a really, really important piece of work.
00:05:23.040 --> 00:05:23.840
Absolutely.
00:05:24.080 --> 00:05:27.680
And I mean, touching on that, what does purpose mean to you, Bix?
00:05:29.600 --> 00:05:31.280
Oh, that's a very good question.
00:05:32.000 --> 00:05:35.280
So um it's very much about for me, like the meaning.
00:05:35.360 --> 00:05:42.560
It has to have a like a meaning, a personal connection, um, and a commitment, I think is a nice way to sum it up.
00:05:42.639 --> 00:05:46.080
So it's something that is like non-negotiable for you as well.
00:05:46.560 --> 00:05:56.560
Um so it's just something that really guides you um in your decision making, um, and that's something that I really try and you know help the clients through as well.
00:05:56.639 --> 00:06:15.600
So, with um you know, doing the brand design and brand strategy, it's really starting with a purpose, even if it can't be completely nailed in you know that very first instance where we're looking at it, but that actually helps develop the entire brand identity, um, the voice of the brand, just all the characteristics as well.
00:06:15.759 --> 00:06:19.840
It starts identifying this whole ecosystem and persona.
00:06:20.240 --> 00:06:34.319
Um, and once you've got that and it really aligns, and you just see that's um that kind of light bulb moment for the clients, it's just when you know that that's the right thing, they're fully aligned with it, is something that they can then fully step into.
00:06:34.639 --> 00:06:43.439
It gives them that sort of confidence and the courage to um go out there, show what they stand for, um, and as well as attracting other people who share the same value.
00:06:43.520 --> 00:06:48.800
So it's a really key piece, um, and it's sort of fundamental and central to my work that I do as well.
00:06:48.879 --> 00:06:54.319
And it's just now helping people to take it further, so it's yeah, much more integrated.
00:06:54.639 --> 00:06:55.520
Absolutely.
00:06:55.759 --> 00:06:58.080
And I think the same for me in my work, right?
00:06:58.160 --> 00:07:04.560
So I I'm helping people with their marketing strategy, a lot of it's aligned about who's your ideal client.
00:07:04.720 --> 00:07:07.520
And so many people go, oh, everyone's my client, right?
00:07:07.600 --> 00:07:08.560
Everyone's my client.
00:07:08.720 --> 00:07:11.280
And again, when you have a purpose, is it everyone?
00:07:11.520 --> 00:07:12.560
Is it everyone?
00:07:12.800 --> 00:07:23.280
I mean, you know, are they not some people that you just won't connect with, that they will actively hurt your business by being part of it, right?
00:07:23.439 --> 00:07:33.680
Because their values don't align, as you said, or something's off, um, or they're using child labor, or something that doesn't align with you.
00:07:33.920 --> 00:07:39.680
So being really clear on what that is helps with your entire strategy, right?
00:07:39.840 --> 00:07:45.199
In terms of even you know, your marketing tactics, what what will you and won't you do?
00:07:45.280 --> 00:07:47.600
What's what's an okay thing?
00:07:47.920 --> 00:07:52.800
Um, and and I've had like really interesting conversations which are in progress.
00:07:53.040 --> 00:07:57.600
AI, for example, is one of those in progress conversations, right?
00:07:58.319 --> 00:08:05.360
Um, in terms of where it sits on the good and the bad side, right?
00:08:05.520 --> 00:08:06.480
It's one of those.
00:08:06.720 --> 00:08:14.560
But that's what makes our work, I think both of our work so exciting is these are conversations, they're not a list of rules.
00:08:14.720 --> 00:08:17.920
It's not a a blanket, you will.
00:08:19.040 --> 00:08:20.560
It's guiding, right?
00:08:20.720 --> 00:08:28.240
In terms of what feels good and ending up with a good result for the planet and everyone in it.
00:08:29.360 --> 00:08:30.560
Yes, absolutely.
00:08:30.639 --> 00:08:41.440
You know, the uh sort of analogy that I like to use for it actually is a bit like um if you take a look at a farmer, you know, they have to be available 24-7.
00:08:41.919 --> 00:08:55.840
Um, they can't just switch off, they can't stop what they're doing, they've got a animal welfare, um, but they've got to make sure it's looked after, they've got the land to look after, they've got to work with the seasons for no matter what's being thrown at them.
00:08:56.000 --> 00:09:00.560
Um, and it's like with your purpose, it should be there 24-7 for you.
00:09:00.639 --> 00:09:08.159
And it's you know, you don't you can't sort of live one life in your brand and then a completely separate one in your personal life.
00:09:08.240 --> 00:09:20.960
If it's if you can find that real personal connection there, it's something that you're gonna be living and breathing, and it's gonna just sort of emulate from there and sort of radiate out, and I think that's a a nice way of thinking about it.
00:09:21.039 --> 00:09:26.080
And our farmers are sort of the champions that we need as well, um, to bring the better planet around.
00:09:26.240 --> 00:09:32.080
So it's I think that's a really nice um synergy there that we're all working together to make the better future.
00:09:32.399 --> 00:09:33.200
I love that.
00:09:33.360 --> 00:09:35.120
I think that's really, really cool.
00:09:35.519 --> 00:09:42.159
And so the guests that we plan to have on our show, like how would you describe them?
00:09:44.320 --> 00:09:48.720
Uh, from so many different backgrounds, uh, different industries.
00:09:49.120 --> 00:10:01.519
Uh we've got people ranging from cell openners through to um SMEs, uh community groups and um organizations, collaborators.
00:10:01.600 --> 00:10:08.560
So we've got a really nice host of different guests coming up, and as we said, they're all gonna be at different stages of their journey.
00:10:08.879 --> 00:10:14.960
But what I'm I know we're gonna get is like really honest and heartening, hopeful conversations.
00:10:15.279 --> 00:10:18.000
Um, really about where they're at.
00:10:19.120 --> 00:10:20.399
Yeah, definitely.
00:10:20.560 --> 00:10:44.639
Um, and then there's gonna be all these stories of um courage, conviction, hopefully talking to them about challenges as well, because that that's gonna come with every journey that we need to overcome, and the creativity to overcome those challenges and take up on the new opportunities as well as collaboration, uh, which is what you and I are doing with it as well, which I think is really you know, it's a really good thing to work together as well.
00:10:44.720 --> 00:10:53.440
And I think again that helps to sort of starve off that siloed effect as well, because you know, people are working together, they're sharing resources.
00:10:53.840 --> 00:11:00.960
Um, you know, it's not sort of duplicating work up, it's sort of bringing things together to make the most and most powerful.
00:11:01.200 --> 00:11:12.960
Um, so yeah, so I think we're gonna actually sort of hear and feel purpose through these stories, but in an everyday down-to-earth language, so really sort of authentic.
00:11:13.200 --> 00:11:20.080
Um, and then actually I think it's gonna all reveal through those words um the actual innate role of purpose as well.
00:11:20.159 --> 00:11:34.320
So you've got that whole guiding uh factor that purpose gives to a business, uh, the re-energising we spoke about, so it's gonna sort of pick you up when there are those really challenging times to keep on going, um, that sort of conviction to keep going, as well as the momentum.
00:11:34.480 --> 00:11:40.879
So once you're going in, and it's like for you and me, every time we sort of catch up, we get so excited about the different topics.
00:11:41.039 --> 00:11:45.360
Um, and yeah, you can't sort of stop us from talking then, so we're we're sort of off.
00:11:45.519 --> 00:11:51.120
Um, but yes, I think I think that's gonna be sort of what's gonna come through from a lot of stories.
00:11:51.200 --> 00:11:54.000
So yeah, very excited to introduce them.
00:11:54.320 --> 00:11:58.320
Absolutely, and for our listeners, you will also be inspired.
00:11:58.480 --> 00:12:01.919
You're gonna hear some down-to-earth stories, right?
00:12:02.080 --> 00:12:03.120
What's the reality?
00:12:03.440 --> 00:12:09.360
Some simple and ideas that I mean, with me, some of the ideas have blown my mind.
00:12:09.440 --> 00:12:16.080
It's not something I would ever have considered, but when I hear it, I'm like, oh wow, that's so awesome.
00:12:16.320 --> 00:12:19.519
And so hopefully you will also be hearing that.
00:12:20.639 --> 00:12:24.080
Give you some ideas to take into your business, right?
00:12:26.320 --> 00:12:27.680
It'll be really good sound.
00:12:27.840 --> 00:12:31.200
So, what are your um hopes for the Parkers Pimmel podcast?
00:12:31.840 --> 00:12:33.519
Yeah, I think my hopes are just that.
00:12:33.680 --> 00:12:34.800
I hope people get inspired.
00:12:34.960 --> 00:12:35.919
Like I'm inspired.
00:12:36.080 --> 00:12:41.279
I'm inspired by you every time we talk, I'm inspired by every guest we meet.
00:12:41.759 --> 00:12:52.960
Um, and what I love is even over the last year before we've even started thinking about the podcast, is every time we meet, we're both like, oh, I heard this this week, or I saw this this week.
00:12:53.120 --> 00:12:56.480
Like it's happening all around us, right?
00:12:56.639 --> 00:13:04.000
And I think bringing it to the fore, because, and I have met clients like this where it just feels too much, right?
00:13:04.320 --> 00:13:08.879
Changing the world feels too huge, feels too much.
00:13:09.039 --> 00:13:11.200
There's just like, who am I?
00:13:11.360 --> 00:13:12.800
This small drop in the ocean.
00:13:12.879 --> 00:13:15.279
I'm not gonna make any difference.
00:13:15.600 --> 00:13:25.200
But if we're all blowing our part, if we're all doing our little piece, and I know you're a big believer in that as well, it has to have a roll-on effect, right?
00:13:25.440 --> 00:13:28.879
If we all sit and do nothing, that has an effect.
00:13:29.120 --> 00:13:31.919
So why don't we all rather do something, right?
00:13:33.039 --> 00:13:33.200
Yeah.
00:13:33.440 --> 00:13:34.480
Uh so that's my hope.
00:13:34.560 --> 00:13:49.360
I hope people listening to this who are maybe worrying about it or have and I suppose where where I've been is have this feeling that what we're doing is not enough, that we want we want more.
00:13:49.519 --> 00:14:04.159
You know, we're doing good in our businesses, we're you know, we're contributing, but it just feels disjointed and getting it aligned and actually understanding where you're sitting, if that helps people do that, ah, that's a win for me.
00:14:04.399 --> 00:14:05.279
What about you?
00:14:05.600 --> 00:14:07.519
Yeah, it sounds perfect.
00:14:07.680 --> 00:14:18.399
Um, yeah, all of that, I think, and also like the opportunity to change um systems and processes and uh frameworks that people are using.
00:14:18.560 --> 00:14:27.440
So I think, as I said before, like so often it does get siloed off to one department is actually it's the role of everybody in the business.
00:14:27.519 --> 00:14:30.480
It's again very similar to marketing roles, isn't it?
00:14:30.560 --> 00:14:43.919
Where it's either all lumped under one head, but it's just one department doing it, or even with sustainability where it's sort of down to one person, it actually all of those roles need to be across everybody, everyone's got a responsibility there.
00:14:44.159 --> 00:14:52.960
Um, and brands for me just hold this really significant space and a responsibility to make a difference.
00:14:53.200 --> 00:15:05.279
Um, so I think if we can actually reach more people through the podcast, like beyond our networks, again, it's helping to get beyond that silo effect, it's helping to share those stories of hope.
00:15:05.360 --> 00:15:12.879
Um, the things that are working for people, uh the actions that are gonna be really integrated.
00:15:13.039 --> 00:15:14.080
Really, yeah, good news.
00:15:14.159 --> 00:15:16.320
We need so much more good news sort of being spread around.
00:15:16.639 --> 00:15:18.000
We definitely need good news.
00:15:18.240 --> 00:15:19.680
Yeah, definitely.
00:15:19.840 --> 00:15:24.000
Um yes, I just really want to see people living and breathing their purpose.
00:15:24.320 --> 00:15:28.320
Um, yeah, I think that's the the big bit for me.
00:15:29.440 --> 00:15:37.279
And both of us were quite convinced about the fact that purpose has to be more than a line on your website, right?
00:15:38.159 --> 00:15:49.519
Um and with your branding um background and design background and my strategy background and implementation background, we've both seen from both sides where it just gets parked.
00:15:50.480 --> 00:15:58.000
Either it's a I don't know, a B-court badge that you earned and then it's plonked there, and that's the end of it.
00:15:58.240 --> 00:16:04.800
Or um, you know, you've joined someone with a it's ticked, it's a tick, I'm done now.
00:16:04.960 --> 00:16:18.000
Or, you know, you put a statement on your website, or you know, you you join one of these um many um companies out there who help you don't you know plant a tree or anything like that, but not even thinking.
00:16:18.080 --> 00:16:30.720
And I think what the big wake-up for me was when I went to a a webinar where they said that not all the planted tree places are good for the environment, that some of them are planting the wrong kind of tree.
00:16:31.440 --> 00:16:33.600
And actually, it's bad for the environment.
00:16:33.680 --> 00:16:35.759
So you have to do your homework, even, right?
00:16:35.840 --> 00:16:41.840
You can't just trust, oh, I will send you money and you're gonna do the right thing.
00:16:42.000 --> 00:16:45.440
So that was that was because I thought planting a tree must be good, right?
00:16:45.680 --> 00:16:46.159
Must be good.
00:16:46.320 --> 00:16:47.919
But actually, you could be calling it.
00:16:50.879 --> 00:16:56.480
If you're planting the wrong tree in the wrong place, that is bad because it'll kill off everything else, right?
00:16:57.440 --> 00:17:07.359
Yeah, and it's also sort of planting it at the right time and the maintenance afterwards, you know, sort of making sure that it's got everything it needs, especially in the first few years, to fully establish.
00:17:07.599 --> 00:17:10.240
Um, it's really important for all the trees.
00:17:10.319 --> 00:17:11.759
So yeah, they're absolutely really good.
00:17:11.839 --> 00:17:16.079
We need more of them, we definitely need more for the shade, um, and to start cooling things down.
00:17:16.240 --> 00:17:26.719
But as you say, it's just finding the right avenues that are gonna help communicate your purpose more rather than it just being a sticking plaster, I guess is the yes or one way of looking at it, isn't it?
00:17:26.799 --> 00:17:30.319
Because you feel like you're doing the right things, but it's you just want it to go deeper, just a little bit deeper.
00:17:30.639 --> 00:17:32.159
Well, with tick box, right?
00:17:32.319 --> 00:17:37.039
We don't we we don't want none of our guests are gonna be tick box guys.
00:17:37.199 --> 00:17:39.439
So um we'll have done that homework.
00:17:39.839 --> 00:17:41.279
No tick box people.
00:17:43.119 --> 00:17:45.039
Definitely, yeah.
00:17:45.359 --> 00:17:46.159
It is really important.
00:17:47.039 --> 00:18:08.479
I think there are so many different sort of initiatives as well that you can use um an accreditation so you can work towards, but as you say, it's important that it doesn't just that be the sort of the means to an end that it's actually like with the boy um sorry, with the B Corp or for I don't know, the just different chartered accreditations that you can get.
00:18:08.639 --> 00:18:10.799
I think you know you've got to keep going beyond that.
00:18:10.879 --> 00:18:21.919
It's it's a great way to visually show what you stand for and to have some evidence of saying, you know, that you are um applying and complying with all of these.
00:18:22.079 --> 00:18:40.159
Uh but it's got as I say, it's got to go on more than just like a shout out once in a blue mean sort of thing, because you've achieved it, but it's just got to be integrated into your processes and everything that's um going on, which is where the pinwheel will come in to to help people to realise how everything sort of slots together as well.
00:18:40.559 --> 00:18:41.759
Absolutely.
00:18:44.000 --> 00:18:49.199
And uh I suppose the question our listeners may be asking themselves is who are we?
00:18:49.439 --> 00:18:50.159
Why us?
00:18:50.959 --> 00:18:54.079
Do you want to introduce yourself, Nicks?
00:18:55.359 --> 00:19:03.599
Yeah, well we actually challenged each other to um to try and describe what we did and why, as if we were explaining it to a six-year-old.
00:19:03.679 --> 00:19:11.839
And I think actually it's a really useful uh exercise for artists to do as well, just because it helps you to sort of hone in what these sort of impacts are.
00:19:11.919 --> 00:19:24.479
Uh so we're in those lines, it's helping um people who are using their work to do good or want to do good through their work, um, to draw their ideas into life for people, planet, and uh places.
00:19:24.719 --> 00:19:29.519
Um, so that's that's my sort of um simplified version of what I do.
00:19:29.599 --> 00:19:35.119
Um, but it's all about as I say, the brand purpose strategy and how that then gets communicated through your brand.
00:19:35.199 --> 00:19:45.039
So this has gone beyond the six-year-old speak now, but to um, but just to help people feel really aligned so that their brand is something that they can step into.
00:19:45.199 --> 00:20:14.479
It feels like them, it gives them that confidence to you know put their name out there, show what they're doing, um, and show that they that they believe in themselves as well, and and and that other people should too, because you know they're gonna be aligning with the values and everything, and I think that's something that's really really powerful because I say as soon as I see the those moments spark uh with the clients, it's just when you know that it's it's there, um, and then their excitement as well to sort of take that out into the world.
00:20:14.719 --> 00:20:28.639
And actually, when I was talking to you about the um how we'd explain it as you know for a six-year-old, um, that whole uh concept of drawing ideas into life was actually something the client said to me uh last week, it's like I can't wait to see this all come to life.
00:20:28.719 --> 00:20:32.639
So it's that is kind of the um yeah, so the big impact.
00:20:32.879 --> 00:20:34.479
Um, how about for you?
00:20:35.039 --> 00:20:36.319
Do you want to introduce yourself, Eric?
00:20:37.679 --> 00:20:40.639
Uh so yeah, my big title, I suppose, is marketing strategy.
00:20:40.719 --> 00:20:43.439
I've been doing that for many, many, many years.
00:20:43.519 --> 00:20:49.119
Um, started in corporate and then moved into my own to explain what I do.
00:20:49.199 --> 00:20:54.639
And this is an interesting dinner table talk at my house because my kids think marketing is evil.
00:20:54.879 --> 00:20:56.639
And and people can see that, right?
00:20:56.799 --> 00:21:01.919
Because the common belief is marketing is to convince you to buy something you don't want.
00:21:04.479 --> 00:21:11.919
But my turnaround is I really help people find the clients who want, need, and can afford them.
00:21:13.599 --> 00:21:17.919
Um, and so it's it's a pool of marketing that I love.
00:21:18.079 --> 00:21:20.319
I don't like the chasing marketing.
00:21:20.479 --> 00:21:27.119
And that's what I help people do, is find the clients who want, need, and can afford them.
00:21:27.759 --> 00:21:29.919
And that's how I would explain it.
00:21:30.319 --> 00:21:33.759
And yeah, marketing strategy is is the baseline.
00:21:33.839 --> 00:21:35.599
So many companies do tactics.
00:21:35.919 --> 00:21:40.159
So, you know, doing Facebook or LinkedIn or anything, that's tactics.
00:21:40.559 --> 00:21:46.639
But if you start with a strategy of who your audience is, and this is the same with your purpose, right?
00:21:46.799 --> 00:21:48.559
Who is your audience?
00:21:48.959 --> 00:21:50.240
What do they want?
00:21:50.399 --> 00:21:58.959
And especially in purpose-led organizations, because these new generations coming in are so much more aligned to purpose.
00:21:59.279 --> 00:22:01.599
They are pushing so much harder.
00:22:02.079 --> 00:22:07.199
I had I do mentoring for young people and interesting headspace show.
00:22:07.599 --> 00:22:11.759
For me, because she came on the call and she was like, Oh, I'm so irritated.
00:22:12.319 --> 00:22:15.839
My end time is four o'clock and my boss made me work until half is four.
00:22:17.199 --> 00:22:20.639
And my instinct was what's wrong with you?
00:22:20.719 --> 00:22:22.319
What's wrong with Hoppers Four, right?
00:22:22.799 --> 00:22:28.000
Uh and I had to, as a mentor, take a step back out of my own head and listen to her.
00:22:28.559 --> 00:22:36.719
And for her, it was disrespectful in that there was no conversation about what else did you have planned.
00:22:37.359 --> 00:22:43.759
Did you have anything else on the expectation that she would just say?
00:22:44.639 --> 00:22:45.279
That was it.
00:22:45.679 --> 00:22:48.399
It wasn't the staying, it was the way it was handled.
00:22:49.119 --> 00:22:53.439
But so interesting because in my generation that was the absolute norm.
00:22:53.599 --> 00:22:57.839
You stayed, worked late as possible, did as much as possible, right?
00:22:58.639 --> 00:23:16.000
Um I think a lot of the um the changes in the world and a lot of what's driving purpose is this new generation seems to be much more aware and awake to the impact on the broader world, right?
00:23:16.240 --> 00:23:20.799
Not just my little space, um, which is fascinating.
00:23:20.959 --> 00:23:26.799
I've heard of youngsters turning down big paychecks because they didn't believe in the company.
00:23:27.519 --> 00:23:31.919
So, you know, even staffing now is going to be guided by your purpose.
00:23:32.879 --> 00:23:44.799
So, yeah, that's also having it's sort of like for the brand as well and organization to hold that space where people can come in and also fulfill their own personal purpose as part of the bigger purpose.
00:23:45.119 --> 00:24:06.639
So it's kind of like we're it's almost like the um the Russian doll where you know it's like everybody's got their role to play, it's part of this purpose, but the ultimate one you know we're all striving to create together is this better world that everyone's gonna thrive in, and um yeah, it's it's trying to keep keep hold of that vision here when things do get tough as well, as for what you can do to work towards it.
00:24:06.799 --> 00:24:16.479
And just sort of touching back on um what you're saying with marketing as well being a bad, a bad thing, I think actually from both of us with the skill sets.
00:24:16.719 --> 00:24:24.719
Yes, there is that element in the history of where it was you know, selling people stuff that they just really didn't need and getting them to buy more than they needed.
00:24:24.959 --> 00:24:30.879
But actually, the skills that we're needing, or the change that we're needing now is the sort of behaviours, the habits.
00:24:31.039 --> 00:24:40.000
Um, so if we can inspire, like I say, those little actions that people can take, that's uh that's good marketing, that's that's the job done then.
00:24:40.319 --> 00:24:42.399
So that's where it all ripples out, isn't it?
00:24:42.639 --> 00:24:43.279
Beyond.
00:24:43.519 --> 00:24:46.479
Um, so yeah, so I think that's that's really key.
00:24:46.559 --> 00:24:54.000
And I know we've both done you know the carbon literacy training as well, so I think that is quite scary in itself doing it.
00:24:54.079 --> 00:24:58.719
There was um just the reality of where things are at.
00:24:58.799 --> 00:25:00.559
I think it was quite horrific.
00:25:00.719 --> 00:25:06.959
And the first sort of days it was like, Oh my goodness, am I gonna be able to sort of go back for the second day of the training?
00:25:07.039 --> 00:25:08.879
Because it was just quite depressing.
00:25:09.039 --> 00:25:17.359
But then you started hearing those stories of hope, um, the things that are taking place that you just don't hear about um in the mainstream.
00:25:17.519 --> 00:25:30.959
Um, so again, sort of going back to the purpose primable podcast, that's what we're hoping to help bring more to the forefront and and share more of those stories of hope and yeah, the realities, the realities of running a purposeful business.
00:25:31.679 --> 00:25:32.639
Absolutely.
00:25:33.039 --> 00:25:38.639
I think that storytelling is important because our media is so full of negativity, right?
00:25:38.799 --> 00:25:43.359
There's so much, and even anything on climate change, it's just negative, right?
00:25:43.439 --> 00:25:49.359
It's just so doom and gloom, you know, end of the world kind of stuff.
00:25:49.599 --> 00:25:53.039
And actually, there's so much good, pockets of good happening all over.
00:25:53.119 --> 00:25:58.159
And if we can bring that to the fore to help inspire more people, that would make me very, very happy.
00:25:58.319 --> 00:26:07.679
Because I get inspired every time I meet someone doing something awesome, whether it's for people or planet or just you know, anything that they're doing.
00:26:07.759 --> 00:26:10.959
I just oh, it just inspires me to try harder.
00:26:12.000 --> 00:26:13.199
Yeah, definitely.
00:26:13.279 --> 00:26:15.839
And and it's that wanting to get involved, isn't it, as well?
00:26:16.000 --> 00:26:20.879
So it's just like you say, those stories are really powerful, and the words are really powerful as well.
00:26:21.199 --> 00:26:36.559
I think it's really key that we find the right words as well and not make it too industry specific or too um too opposing, I guess, like so that people really understand what the meaning is behind the words that we're using.
00:26:36.719 --> 00:26:41.439
Um, I think a good example is sort of with um the extreme heat we've been having.
00:26:41.599 --> 00:26:47.839
I know that a lot of people were saying about um the heat wave and sort of referencing it's like that.
00:26:48.079 --> 00:26:56.799
But actually to some people, heat wave is uh kind of a positive thing because it's like, oh you know, it's no more rain, it's it's sunny again, we can go out and enjoy.
00:26:56.959 --> 00:27:13.439
Whereas actually looking at the temperatures and seeing how it was across, you know, the last five, I don't know, five decades, so it's um just so extreme seeing the heat maps um and seeing how much of the world actually now is in in the red.
00:27:14.000 --> 00:27:23.279
Um so yeah, I think we just have to be really careful with the words um in our storytelling, just so that people understand actually the seriousness of it.
00:27:23.359 --> 00:27:34.399
Um whilst it's lovely seeing the sun, it has got such big impacts um to everybody's well-being, um, the people as well as uh the wildlife.
00:27:34.799 --> 00:27:48.399
Um so yeah, so we just need as many people as we can really finding, you know, their their purpose and start start trail um yeah, trailblazing with it, uh making their own paths and finding the innovations to bring that to the forefront.
00:27:48.879 --> 00:27:49.759
Absolutely.
00:27:50.000 --> 00:27:54.319
We actually had um a hedgehog rescue the other night.
00:27:54.559 --> 00:27:59.599
Uh found a hedgehog who was really straggling in the heat.
00:28:00.079 --> 00:28:11.279
Uh so took it off to the hedgehog rescue um center and found out it had ticks as well, Shay, and was dehydrated, but saved a hedgehog, right?
00:28:11.359 --> 00:28:13.039
So it's uh it's little things.
00:28:13.919 --> 00:28:18.000
I think, and this is a hedgehog, I think, that's been visiting our garden a few times.
00:28:18.159 --> 00:28:23.279
We've seen him in our garden a few times, but this is the first time we felt worried about him.
00:28:23.519 --> 00:28:31.359
Like, oh maybe he needs a bit of a head um yeah, so we've got a regular sort of visitor in our garden as well.
00:28:31.599 --> 00:28:36.000
Um hedgehogs have got a bit of a soft spot for hedgehogs, I've got a little hedgehog house as well.
00:28:36.159 --> 00:28:43.439
But I was literally last, yeah, sort of um, it was late at night, probably about half ten, I think I went out just to try and do a bit of watering in the heat wave.
00:28:43.599 --> 00:28:46.399
In the heat wave for the extreme heat, I should say.
00:28:47.199 --> 00:28:48.559
Catching myself out now.
00:28:48.799 --> 00:29:00.559
Um but with the yeah, I was just sort of rushing to and go and just make sure things that were in pots had enough water to survive and then nearly tripped over this hedgehog that was rolled up in a ball on the grass, and I was like, is it all right?
00:29:00.719 --> 00:29:03.839
Because I was like, I just sort of stopped and sort of waited and it just wasn't moving.
00:29:03.919 --> 00:29:06.959
So I sat with it for about you know, probably probably about 10 minutes.
00:29:07.039 --> 00:29:09.039
I have no idea, time just seemed to fly.
00:29:09.199 --> 00:29:16.159
But I did put a little bit of um cat food out for it, and gradually you could sort of see it just starting to come out.
00:29:16.240 --> 00:29:20.000
The little nose came out and it started eating the biscuit, so it was like that was really a good sign.
00:29:20.159 --> 00:29:28.799
I'd put some water down as well, so it had a sniff there, and then it just then trundled off, so I think it was all all good, but it's just that little moment of, oh, is it okay?
00:29:29.039 --> 00:29:34.559
But it just it's those like um encounters, I think, with nature as well that just keep inspiring me to keep going.
00:29:34.719 --> 00:29:46.879
It just makes me I suppose it feels a bit like um a Christmas, you know, like how our Christmas used to feel as you were a child, the the excitement of having this unique connection with um something out in in nature.
00:29:47.039 --> 00:29:57.599
Um that just sort of keeps me me going and uh yeah, tops me back up to being right, let's go, let's do some more work for for wildlife of the planet and people uh see what we can change.
00:29:57.919 --> 00:29:59.599
Absolutely love it.
00:30:01.679 --> 00:30:11.919
All right, well, hope everybody listening is now inspired and you can't wait for our next episode, which we will be releasing soon.
00:30:12.399 --> 00:30:16.399
Fix any last words you want to share with our listeners?
00:30:17.839 --> 00:30:26.559
I think just um to come with compassion and curiosity, um, and yeah, and see see what you get inspired to um take away.
00:30:26.799 --> 00:30:32.399
It's I'm really looking forward to yeah, see hearing and um chatting with all of our guests.
00:30:32.559 --> 00:30:34.559
So yeah, that'd be really good.
00:30:34.719 --> 00:30:35.439
How about for you?
00:30:35.519 --> 00:30:38.399
Is there anything you'd like our listeners to take away?
00:30:38.719 --> 00:30:45.759
Yeah, I think obviously like, follow, do all the things to make sure you don't miss a single episode.
00:30:46.079 --> 00:31:07.839
And if you are a purpose-led organization and would love to share your story, no matter how big or small it is, it can be I Saved a Hedgehog story all the way to uh I save tons of waste food, whatever it is, come talk to us, contact us, the links will be in the chats, and uh we'd love to hear from you.
00:31:08.000 --> 00:31:09.679
So please do that as well.
00:31:09.759 --> 00:31:11.439
The more guests, the better.
00:31:12.959 --> 00:31:13.519
Thanks.
00:31:13.599 --> 00:31:17.519
It's been awesome chatting to you as usual, and I will see you on the next episode.
00:31:18.559 --> 00:31:22.159
Yeah, have a great rest of the day, Erica, and uh yeah, we'll see you soon.
00:31:22.399 --> 00:31:22.879
See you soon.
00:31:23.279 --> 00:31:23.759
Take care.
00:31:24.079 --> 00:31:24.559
Bye.
00:31:24.879 --> 00:31:25.359
Bye.
