“We are on the right path”
These were the words of a senior executive whose global corporation we navigated to finding its purpose in 2014. Defining the overall value proposition, this purpose has since propelled the organisation of 9,000 people to reorganise around the customer, address unmet needs by breaking with industry convention, reconcile teams with rival capabilities behind a greater opportunity, and unify its diverse organisation under a single brand.
We believe that this level of strategic clarity, shared by an entire organisation from top to bottom, is the hallmark of a properly defined purpose. As a symbol of gratitude, the client presented us with an Inuksuk (shown opposite), a form of traditional Inuit cairn used to say, “You are on the right path”. These words inspired us to found Purposecraft.
Uniquely dedicated to strategic company purpose development
We believe that clarity of purpose distinguishes the world’s top-performing companies, contributing to their sustained growth, profitability, and adaptability. We are convinced that every organisation can achieve this level of clarity, underpinning not only their success but also wider economic stability and growth. This is why Purposecraft is at the forefront of strategic company purpose development, with a commitment to supporting organisations in establishing purpose as a strategic enabler that sets them apart from their competitors.
Working in association with the Non-Executive Directors’ Association
Purposecraft is an associate company of NEDA, the Non-Executive Directors' Association, which believes that purpose is the essential ingredient to good corporate governance. We provide expertise to NEDA members on effective company purpose development. NEDA represents the interests of Non-Executive Directors and helps to ensure they are professionally trained and developed, providing a range of training, education, networking, mentoring, coaching, and advisory services to individuals and organizations across all sectors. As a members' association, NEDA tailors its services to the needs of individuals at different stages of their career as a Non-Executive Director or Trustee.
Our Founder, Simon Clarkson
Simon’s work on corporate purpose was described by the leading global management consultancy as “best-in-class”. Simon identified the critical reasons why the purpose initiatives of many aspiring companies fail. He developed a methodology for strategic purpose development which he successfully used to navigate a global financial corporation from a holding company to a single organic growth strategy and brand, propelled by the clarity of a recognised, evidence-based purpose. His methodology has been used to help boards and senior leaders of several firms, both public and private. Simon trains boards, CEOs and NEDs in strategic purpose development.
A former executive at Invesco, Simon led the global unification of the corporation and its many acquired firms under a single purpose, which now shapes its overall strategy and culture. As former board head of strategy at Clear-M&C Saatchi, a global strategic marketing business, Simon is a seasoned consultant with 30 years’ experience in building resilient customer-focused branded businesses, from Stella Artois to the BBC to Nike. In his roles as an executive and an advisor, Simon has led change in complex, multi-divisional organisations and highly regulated industries, across EMEA, North America and APAC.
Simon lives with his wife in Richmond and enjoys running, chess, and gardening.
“Your work leading the organization to define and execute our Purpose has had and will continue to have an enduring, positive impact on our business. Our Purpose has worked its way into everything we do, and been embraced by our newest colleagues. Getting a highly diversified organization with strong opinions among our business leaders aligned to a shared goal is never easy, but you pulled it off extremely well. We are better positioned than ever for long-term success.”