Clarity at the core
We help passionate, independent businesses uncover what makes them truly special and shape that into clear, purposeful stories that align teams, attract customers, and drive long-term success and impact.
You’ve built something special.
A strong team. Loyal customers. A reputation you’re proud of.
But when it comes to telling your story, things can get fuzzy.
Maybe growth has outpaced your positioning. Maybe your people are saying the same thing in ten different ways. Maybe you’re expanding, hiring fast, or entering a new chapter and the words haven’t caught up.
Ultimately, you’re struggling to confidently articulate:
Why you exist (purpose)
Where you’re heading (vision)
Who you serve (mission)
What you stand for (values)
What sets you apart (positioning)
You know it’s time to say it better - without losing what makes you, you.
That’s where we come in.
We bring clarity.
We help ambitious, independent businesses articulate the foundational levers that drive alignment and power growth and transformation.
Our work together typically involves defining:
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We uncover the deeper reason your business exists beyond profit – that spark that drives your people, guides decision-making, and connects emotionally with customers. A clear purpose creates focus, resilience and meaning and it becomes the thread that ties every part of your organisation together.
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We help you imagine the future you’re building towards. A vision that inspires action and unites your team. When everyone can see and believe in the same destination, strategy becomes simpler, and momentum follows naturally.
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We define the audiences that matter most and clarify the distinct value you deliver to each. This sharpens your messaging, strengthens your market position, and ensures your efforts are focused where they’ll have the greatest impact.
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We help you articulate the principles and behaviours that define how your business shows up, inside and out. Clear values bring your purpose and vision to life, shaping culture, guiding decisions, and setting the tone for how your people work together and with customers. They’re the bridge between intent and action, helping teams live the story every day.
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We help you pinpoint and articulate your true differentiators. Not just what you do, but what you stand for and the role you play in your market and for you customers. Ultimately resulting in a clear, confident positioning that gives your brand and business room to grow - without blending into the noise.
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We make sure your story doesn’t sit on a page, ensuring it becomes a strategic compass for decision making, behaviour and communication. When your purpose, vision and positioning are lived across the business, they create alignment, energy and focus, empowering everyone to move confidently and create long lasting impact.
Clarity isn’t cosmetic - it’s catalytic.
When your story is clear, everything flows.
Your team pulls in the same direction.
Customers understand your difference.
And decisions become simpler, faster, and more confident.
“Jo did a great piece of work to define our purpose so clearly. As accountants we are better with numbers, so coming up with the right words has proved tricky for some time. But Jo understood our business extremely quickly and managed to turn around a purpose statement with supporting explanations that we all immediately agreed on. All done to a tight deadline. Thank you!”
Managing Partner, Financial Sector
“Jo is a thoughtful and insightful person who embodies all that one searches for in a modern day leader. Our work together has focused on research with CEOs and companies that highlights how companies can improve their long-term value by embracing purposeful corporate narratives.
If you are looking to unlock the potential of your organisation through clarifying its core, Jo is someone to seek out for a conversation and counsel.”
CEO, Professional Services Sector
“Jo's approach to her work with us was grounded in empathy and made a success thanks to her rare skills in both asking the right questions and hearing what is important in the answers. For any organization navigating difficult terrain or seeking to align around strategy and purpose, I can’t recommend Jo highly enough.”
Head of Strategy, Energy Sector
