Purposeful Leadership Masterclass

The Future of Business
Lead and Operate in a Purpose-Driven World
Due to COVID-19 this event has been postponed from 18 May 2020 until Autumn 2020

image with writing Lead and Operate in a purpose-driven world

Taking action on Purpose

Pulse, the Social Business Trust (SBT), EY and Frontier Economics have joined forces to hold a Purposeful Leadership Masterclass on leading and operating in a purpose-driven world.

We are living in an extraordinary time. Old market economy thinking is out the window. We have 10 years to deliver the UN Sustainable Development Goals. 

There is much talk about purpose but where is the action?
We need business to step up and move at pace. We need new business models and new types of partnerships. Our next Masterclass will explore the leadership qualities required to turn a belief in purpose into action. Moving towards a model of mutual benefit is critical to ensure business remains commercially and socially relevant. With the right, positive mindset we as business leaders can be inspired and inspire others.

Building on our previous Masterclass ‘Navigating Profit and Purpose’ and discussions around the 17 UN Sustainable Development Goals (SDGs), we will look at the pioneering work of the British Academy and its ‘8 Principles for Purposeful Business’ as well as EY’s work on Long-Term Value.

‘Investors no longer believe that short-term earnings results are indicative of long-term success and are highly aware of imprecision of its reporting metrics’ FCLTGlobal, CEO Sarah Williamson.

A shared purpose brings enormous benefits both at an organisational and personal level: attracting and retaining talent; delivering market competitiveness and leading change. But most importantly, it defines why we get up in the morning and go to work.

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See Keynote speakers and panellists

How this
will help you

The day is designed to help you:

  • consider how to balance the dual challenges of purpose and profit and the challenges either your own organisation our clients/customers
  • explore the barriers and drivers that exist within your own organisation or team
  • learn new tools to navigate a multi-stakeholder world and lead change

The Masterclass is designed to be a safe space to network with other business leaders exploring the role of profit, purpose and leadership.


The Masterclass will draw on the expertise of several business leaders who have navigated the challenges of the profit and not-for-profit worlds and the work of Pulse helping leaders drive change.

Setting the Context:
The theme ‘leading and operating in a purpose driven world’ will be introduced by our keynote speakers Matthew Bell of Frontier Economics and Karl Havers of EY.

Matthew is best known for his work using economic analysis to design effective policy. He has advised governments and business across the world and brings a breadth of experience to the challenge of navigating profit and purpose.

Karl Havers leads the Long-Term Value work for EY here in the UK. This work is truly pioneering. It has been characterised by some as the programme aimed at trying to solve the issues of Western Capitalism. He brings to the Masterclass a level of expertise and valuable insight.

Framework for the Future Economy:
Richard Henry, from the British Academy will share some of the pioneering work carried out linking the role of purpose, trust and corporate culture. He will share the 8 Principles from Corporate Law to Corporate Investment.

Working with Purpose:
Pulse will lead on how to apply its 12 Principles of Purposeful Leadership when exploring your organisation’s purpose to drive change:

  • Purposeful Leadership:
    This session will explore purpose at a personal and organisational level. In particular, we will look at how the Principles can be used by leaders to navigate the twin pillars of purpose and profit and drive the necessary change.
  • Mutual Benefit
    In this session we will break into a group discussion where attendees will learn from each other about the barriers/drivers to building the relationships required with each of the key stakeholders.

Panel Discussion:
The panel will be facilitated by Richard Tyrie of Good People. It will be a discussion with prominent business leaders who have worked in both the commercial and ‘not-for-profit’ worlds.

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The Vista Room at EY
1 More London Riverside
London SE1 2AF


12.30 – 13.30 – Registration and Buffet Lunch
13.30 – 18.30 – Masterclass (including a panel discussion from 17.15 with wine and nibbles)


£350 plus VAT (Corporates)
£200 plus VAT (Social Enterprises/Individuals)

If you have any questions about the Masterclass please contact hello@pulsebrands.com

All proceeds from this event will go to Social Business Trust (registered charity 1136151) For more information visit: www.socialbusinesstrust.org

Speaker and

Matthew Bell is a Director and jointly leads Frontier’s Public Policy Practice. He has been helping clients for over 20 years on the design of effective policies, including cost-benefit analysis, impact assessment, policy design, behavioural research and quantitative modelling.

From 2014 to 2017 he was the Chief Executive of the UK Committee on Climate Change. In that capacity he oversaw all the Committee’s work, including its advice to Parliament and work to influence the passage of legislation and policies relating to greenhouse gas reduction and adaptation to climate change. Earlier in his career he worked in the UK Prime Minister’s Strategy Unit. He is widely recognised as an expert in using economic analysis to design effective policies. Matthew was awarded an OBE for his contribution to Climate Change in 2018.

Karl Havers is a senior partner at EY and has been with EY since 1987 within Assurance, Transaction Advisory and Advisory service lines both within the UK and overseas.

Karl is currently leading EY’s long-term value project, which some have characterised as trying to “solve the issues of western capitalism”. He is also currently EY’s UK TMT assurance sector leader as well as Government Assurance sector leader. Karl has 30 years advising leading global businesses.

Richard Tyrie is a social entrepreneur who started his professional life as a headhunter for James Caan. After that he joined Taps.com – the first internet recruitment venture in the UK. He then went on to create www.jobsgopublic.com – an award-winning skills matching platform that transformed recruitment practices in the public and not-for-profit sector.

Since 2012 Richard has focused on enabling people, places and organisations to thrive, by intelligently connecting talent and opportunity. His current venture is GoodPeople, a technology and strategy consultancy that partners with progressive businesses, governments and NGOs to deliver new inclusive forms of growth that tackle poverty and increase social mobility.

Richard is a school governor at the Ark Globe Academy in Elephant and Castle and a strategic advisor to various charities and social enterprises.


Simon Milton is the founder of Pulse and has dedicated the last 18 years to working with leaders building purposeful businesses. In the last four years he has spent considerable time sharing the leadership expertise Pulse has identified with each of its clients driving growth whilst bringing real value to the world – from the Private Equity boardroom to post-conflict Iraq. His work has helped leaders consider new approaches to working with purpose and being more effective in engaging both the workforce and the external world.

Simon has supported international clients such as Tata Steel, BP and the Dow Chemical Company to Alibaba.com, Arup and Permira. He is a Founding Trustee of the SBT.

In 2019 Pulse became a BCorp.

Robert Goodsell is co-founder and Director of Akatemia CIC, a not-for-profit organisation dedicated to bringing entrepreneurship education and new learning methods into the mainstream of UK undergraduate business degrees.

Before working with Pulse, Robert was Director of the UK’s leading culture and communications agency, Smythe Dorward Lambert (now part of Interbrand). He has held countless senior board level positions in UK plc from head of strategy to marketing. Robert also practises as a psychotherapist.

Andrew Leith has been the Creative Director at Pulse for eight years where he has worked on projects for clients such as Arup, BP, Rumaila, Aureos and Digital+. He previously worked for Deep End, a leading digital agency and the strategy innovation agency, Nowhere for clients like WHSmith and Syngenta.

Andrew has developed brand engagement programmes and leadership off-sites for numerous clients such as Unilever and Dell. Andrew’s skill set goes beyond design – he provides insight and support to all team members on innovative approaches to leadership and audience engagement. As an engineer, he sees and understands the complexity of organisations and culture. He originally trained as an engineer and studied industrial design at the Royal College of Arts.

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