Author: Ambrish Parmar

People at the meeting discuss purpose-led leadership.

Purpose-led leadership – the new strategic imperative

“To prosper over time, every company must not only deliver financial performance but also show how it makes a positive contribution to society.” Larry Fink—Founder of BlackRock The Covid-19 pandemic has fundamentally changed the way we look at the world, including...

A picture showing a powerful brand purpose written on the paper

Outperforming competitors with a powerful brand purpose

When was the last time you smiled and felt connected with your powerful brand purpose? A smile is a simple act that stimulates a chemical reaction in the brain, releasing a suite of ‘feel-good’ hormones. To cheer myself up, I occasionally...


Wild Swans: A Story of Beauty and Transformation

I’ve enjoyed working across the Nordics and Central Europe for the past few years, and during this time I purchased several books for my children. One was a fairy tale, entitled Wild Swans, by the wonderful Hans Christian Andersen. The...