65: Purpose Upgrade with Paul Skinner

Paul shares his thoughts and experience on the power of narrative
and the importance of upgrading our purpose to meet the
poly-crisis and disruptive contemporary social conditions we
face. Paul points out that purpose is not a fixed destination,
but an emergent position that needs to be adapted to each
context.  Repurposing leads to revitalising organisations
and in a wide-ranging discussion Paul also reflects on the
importance of collaborative advantage, drawing on his earlier
book, and contrasts this to competitive advantage.  He also
points to the need to widen our gaze to include the shadow, 'the
wolf that lurks to pounce', as very often we are consumed with a
more short-term and limited vision of what is going on.  Our
discussion continues to look at the critical links between
narrative and marketing, and we discuss psychotherapy's role in
organisational awareness which is becoming ever more critical.
 

Bio

Paul Skinner is the author of the award-winning book,
The Purpose Upgrade: Change your Business to Save the World.
Change the World to Save your Business, which Mike Berners-Lee,
author of There Is No Planet B, described as, ‘...a necessary and
enlightening call to action for businesses to re-think why they
exist and the implications for everything they say, think and
do'.

Paul's previous book Collaborative Advantage: How Collaboration
Beats Competition as a Strategy for Success was described by Ben
Cohen and Jerry Greenfield, Co-founders of Ben and Jerry's ice
cream, as, 'the perfect recipe for successful businesses that
improve lives'.

Through his consulting practice the Agency of the Future, Paul
helps clients to drive purpose-led change and better mobilise
stakeholders for lasting success. He also founded MarketingKind,
a non-profit professional membership community bringing business
leaders, marketers and change-makers together to address our most
pressing problems as 'marketing briefs in disguise’.