Liberating human potential.

The problem with business today is that most leaders look outside of themselves for motivation: to customer needs, competitor strategy, global trends. This leads to cookie-cutter corporate visions and missions, optimistic brand image at odds with inconvenient company reality, a rollercoaster of boom and bust bottom lines, and a sad crushing of human potential.

We see a better way.

Liberating human potential.

The problem with business today is that most leaders look outside of themselves for motivation: to customer needs, competitor strategy, global trends. This leads to cookie-cutter corporate visions and missions, optimistic brand image at odds with inconvenient company reality, a rollercoaster of boom and bust bottom lines, and a sad crushing of human potential.

We see a better way.

Liberating human potential.

The problem with business today is that most leaders look outside of themselves for motivation: to customer needs, competitor strategy, global trends. This leads to cookie-cutter corporate visions and missions, optimistic brand image at odds with inconvenient company reality, a rollercoaster of boom and bust bottom lines, and a sad crushing of human potential.

We see a better way.

Who we are.

We’re two guys who spent a couple of decades in the advertising and branding industries and emerged with a clear idea of how business can make the world better:
  • Tell the truth.
  • Help people be more, not just have more.
  • Set a better example for our children.
We call it good capitalism. Like, the original idea of free enterprise – to give every human the freedom to pursue their passion and make a living from it, for the betterment of themselves and society in general – not the mutated, self-serving beast that capitalism is today.

What we do.

To make good capitalism happen, we help individuals and organisations align their business to a more authentic motive for doing what they do. That is, the genuine value they offer people, as opposed to all the research-driven, phony value that so many businesses succumb to.

We call it purpose coaching because that’s a more accurate idea of what’s required than consulting. Liberating the commercial and societal benefit of authentically motivated humans requires a lot of work. It takes practice, and commitment, and hard work.

And so that’s what we do – we coach people through the process. We do this for private companies, listed corporations, not-for-profits, social enterprises, startups, you name it. The benefits of good capitalism are the same for everyone. And largely, the methods required to surface an organisation’s true purpose and align their behaviours to it are the same.

Our own true purpose.

The reason we left the advertising industry is because we love the thought that the world could be a better place if all us humans were authentically motivated to achieve something great, for ourselves and for society in general.

We want to spread that idea into the wider business community, to reach more people than we could in one industry. So that capitalism can begin to add value to the world, not just remove it.

To achieve that, we created InBetterCompany, with four key pillars of purpose-driven work:

Purpose Coaching.

We’ve heard that we should “Start with Why”, to inspire everyone to take action with a common Purpose, but what happens once the Purpose honeymoon is over? How do we stay with, stick with, realise the full potential of that Purpose? Our coaching engages True Purpose in a way that holds the needs of your organisation together with the needs of your people. We work with change-makers and their teams to grow their agency, encouraging companies of people to develop so that they know how to change together – to grow a natural intelligence about them, like a flock of starlings or a shoal of sailfish.

If you’d like a conversation, get in touch below. If we’re not the right ones for the task, we’ll connect you with those who could be.

Education.

Being a purpose-driven leader isn’t easy. But we figure the more you know about purpose, the more likely it is you’ll succeed at it. Like, how it came about, why it works, why human beings perform better in a purposeful environment, how to share your purpose with others, how to overcome the barriers that conventional business will place in your way, how purpose affects company culture, recruitment strategy, branding, and so on. That’s why we created the Perth School of Purpose. It’s a 10-week course designed to fully equip you with the knowledge and skills you’ll need to hang in there and make a real impact on the world with your true purpose.

Click here to find out about the School and our 2022 course.

Publishing.

We sold our company and left the marketing industry so we could better propagate our beliefs in the wider business community. Publishing is a big part of how we aim to do that.

Our first book “Truth Growth Repeat” is described as a business manual for Gen Why. It’s a jargon-free, hands-on guide to finding your True Purpose and bringing it to life in the real world.

Published by Wiley in 2018, it sold at bookstores and airport kiosks around the world right alongside Richard Branson’s autobiography. It was a huge thrill for us. But better yet is the feedback we continue to get from people who have found the book inspiring and useful.

Our plan is to write more titles that evolve the thinking around organisational purpose, authentic company value and genuine human motivation.

For now, click here to read more about “Truth Growth Repeat”.

Action Research & Partnerships.

Here’s the home for those recognising that they’re involved with wicked problems.

Those problems where a journey of strangers learning together in a safe space – getting to know each other, themselves, and the territory – can generate new possibilities.

Because when different sectors, who in day-to-day life rarely connect, come together with their different perspectives, insights, resources, blindspots, and assumptions to authentically engage around a common True Purpose, they create new win-win outcomes.

So, if you feel stuck wrestling mercury over an issue that’s relevant to, but larger than, your organisation and feel the need to collaborate with other voices – so you’re seeking a how and a host to enable you to do that – then contact us for a conversation.

If you’d like to share your organisation’s wicked problem with us, get in touch below.

Get in touch.

To learn more about our products and processes, give us a shout and let’s have a coffee chat about you and your purpose.