We are proud of our clients and the shared value we are helping them to create. Our portfolio diversity reflects the applicability and unifying power of purpose in helping organisations to achieve financial success while positively impacting people and our planet.

 Our 2024-25 Impact: Purpose In Practice

FY25 reminded us why we do this work. Twenty different businesses. 985 leaders. Each grappling with the messy reality of embedding purpose into strategy, operations, leadership and culture.

From helping organisations define purpose that drives genuine action to supporting leaders through complex transitions like mine closure, we've witnessed how purpose-led approaches create competitive advantage while delivering meaningful societal impact.

This year we also submitted the evidence for our B Corp recertification, maintained zero staff attrition, contributed 512 hours to volunteer and pro bono work, and began codifying a decade of learnings into our book, Purpose In Practice.

Download our full 2024-25 Annual Impact Report to explore:

  • Case studies from clients leading with purpose

  • Our B Corp journey and impact score of 107.1

  • Carbon footprint transparency and our net zero commitment

  • Strategic priorities for deepening our impact in FY26

DOWNLOAD THE 2024-25 REPORT

Some Examples of Our Work

Improve the world through trust

Improve the world through trust

Return the bush to good health

Return the bush to good health

Delivering energy today, powering your tomorrow

Delivering energy today, powering your tomorrow

Connect patients to advancements in cancer care

Connect patients to advancements in cancer care

Move Communities

Move Communities

Create game-changing products together

Create game-changing products together

Making active goals accessible

Making active goals accessible

Advance sustainable agribusiness

Advance sustainable agribusiness

  • CS Energy

    Opportunity

    Develop an ambidextrous strategy with the CS Energy executive, senior leadership, and board to help clarify their mandate and envision a future beyond coal-powered electricity generation to also be an enabler of renewable energy solutions. Increasing workforce engagement and brightness of future amidst rapidly increasing social licence pressures was another key objective.

    Impact

    We helped codify a purpose-led vision for the electricity generator and wholesaler to unite its dual strategies and stakeholders with actionable and deep meaning. We have gone on to work with executive and senior leadership teams to translate the corporate strategy into operating plans, design their initial purpose-led innovation framework, and lead the development of strategic workforce planning and other initiatives.

  • Intellidesign

    Opportunity

    Redefine and align goals and priorities during significant organisational growth and leadership transition, navigating future revenue and impact possibilities.

    Impact

    Working with the incoming CEO, Board, and Senior Leadership Team, we assisted this world-beating firm in making key strategic decisions and equipped them with a purpose-led plan to execute their vision.

  • Queensland University of Technology (QUT)

    Opportunity

    Co-design and facilitate a program to inform, engage, equip and connect academic, government, and business communities to proactively and innovatively pre-empt and respond to disruptive forces that may impact future working, future thinking, and future living.

    http://www.real-world-futures.qut.edu.au/

  • AgForce Queensland Farmers

    Opportunity

    Support the new CEO of AgForce to develop a strategy to overcome adverse impact of climate change and government policy on primary producers and decreasing revenue linked to a declining member pool.

    Impact

    We co-designed a purpose-led strategy that was launched to acclaim from internal and external stakeholders at its unveiling, and which has continued to guide opportunities for stakeholder-centred value-creation and increased revenue resilience.

Our Clients

What Our Clients Are Saying

  • I engaged People with Purpose to assist the...leadership team to formalise the company’s new Enterprise Strategy. Although I would normally engage [a] ‘big brand’ strategy firm...I made the decision based upon Danielle’s reputation and expertise in purpose-led strategy. What Danielle delivered far exceeded my expectations. Not only does Danielle have a keen strategic mind...she was also able to masterfully corral a range of stakeholders...to achieve alignment in the articulation and messaging of the strategy. I would recommend Danielle without hesitation to any Board or CEO looking to develop a strategy that...delivers on competitive direction...a compelling value proposition.

    Martin Moore, Former CEO, CS Energy (now Your CEO Mentor)

  • We engaged...People with Purpose to work with us [on] our values and tenets, strategic objectives and...core purpose. We were able to use the subsequent proposal put forward by People with Purpose to qualify for a grant through the Austrade Entrepreneurs Programme. The approach was a good balance between facilitative and directive giving all of the members of our senior management and board of directors opportunity for constructive input. Our experience with People with Purpose was both positive and productive. As a result we had excellent engagement internally and we apply our purpose as a decision making tool.

    Matt Bromwich, CEO, Intellidesign

  • AgForce secured the services of Danielle Duell and People with Purpose after considering offers from other Strategic planning advisory firms. Danielle has provided the organisation with tools and alternative thought processes to create a purpose lead strategy. Danielle has been thought provoking in working with key objectives around how AQF can understand member value proposition, helping to create and deliver value. I highly recommend Danielle and her team to anyone looking to challenge traditional ideas around planning.... Timeliness and delivery exceed expectations, the resources and learnings and pleasant professional nature of the team will certainly provide inspiration, excitement and leadership.

    Grant Maudsley, (former) General President AgForce Queensland Farmers, AgForce

  • Danielle and her team at People With Purpose have engaged with Real World Futures since the program was conceived at QUT in 2014. Danielle worked with me to design the format of an engagement program that would look at the impact of technology on future working, thinking and living and she has been active in bringing new ideas and speakers to the program. Her role has included acting as moderator across 20 events, ranging from breakfasts to full-day conferences, all relying on an ability to understand and then publicly address complex issues in conversation with leading academics and business figures.’

    David Fagan, Director Corporate Transition, Vice Chancellor’s Office, QUT

  • We engaged People with Purpose to support us with our journey towards becoming a Utility of the Future. Danielle and her team facilitated a thought provoking and engaging conference with the leaders of our organisation helping them to understand the organisational purpose better and realise its role in creating long term business direction and strategies. Danielle’s ability to deal with complex strategies in a simple and focused way was an inspiration for our organisation.

    Maryam Charehsaz, Leader Servicing Strategies Planning Group, Queensland Urban Utilities

  • Bush Heritage Australia engaged People with Purpose to develop new business strategy, to design and procure social media and conventional communication content and then launch a national campaign to support nature conservation. Danielle’s outstanding leadership skills and strong business experience showed through in her ability to understand the client brief, develop strategy, bring together creative teams to develop solutions and then drive outcomes. Her team were adept at working with management and Board to understand our needs and then deliver outcomes that continue to yield results for BHA. Highly recommended.

    Gerard O’Neill, CEO, Bush Heritage Australia

  • The Citizens of the Great Barrier Reef social movement continues to engender enormous global support. It is a global social-purpose community galvanised by the symbiotic relationship between education, conservation and tourism, empowering current and future generations of the world with the knowledge, experience and ability to protect and enjoy the Great Barrier Reef. People with Purpose were contracted in the very early days to assist with the development and documentation of the strategic focus. Danielle Duell provided outstanding advice and documentation to support the evolution of the Citizens of the GBR movement.

    Alex de Waal, Chairman, Citizens of the Great Barrier Reef Foundation

  • People with Purpose truly delivers an in depth, quality product that has been fit-for-purpose. The Foundation was at a crossroad. Faced with the exciting challenge that we will be expected to grow much quicker than what a charitable not-for-profit entity will be able to manage. Danielle and her team were very easy, and a pleasure, to engage with. They already had knowledge...about...the healthcare sector, but also did ample preparation...to...propose future options/possibilities. A year [since] we engaged [them] we have actioned the first major step of our strategic plan... thanks to...a clear and compelling strategy.

    Fiona Jonker, Executive Manager Research, Icon Group / CEO, Icon Cancer Foundation

  • Danielle brings exceptional intelligence and wholehearted focus to whatever she undertakes. She lead us through a rebranding process and construction of two complex websites....with grace, dedicated attentiveness and...undeniably bright, persuasive thinking. A second project brought...her team...to Chicago to work on a major conference presentation. Danielle and her team took all the stress off our shoulders...then worked with our US team to produce one of our most successful keynotes in our 25 year history. During this period, Danielle served as Global Ambassador and one of my closest advisors. Her instincts proved flawless. People With Purpose rocks!

    John J. Cimino, Jr., President and CEO, Creative Leaps International

  • I engaged with Danielle Duell on developing a Strategy to get our newly formed Cherish Women’s Cancer Foundation started. Danielle helped to analyse our situation...develop an action plan... introducing charitably-minded people like me to the...thinking...in revenue-focussed organisations…grounded in a desire to contribute to the development of humankind. I also credit Danielle for assisting the organisation making decisions that were ...“hard” initially. Danielle is a person with an unbelievably sharp intellect, a wide network of like-minded people and 100% commitment to success with a no-compromise attitude. I have no problems recommending Danielle’s service to any charitable organisation.

    Prof Andreas Obermair, Co-Founder, Cherish Women’s Cancer Foundation

  • Over the past two days, I have had the benefit of working with Danielle Duell from People With Purpose discussing the benefits of a purpose-led ambidextrous strategy. Very thought provoking and I could not recommend Danielle and her team enough. What is your purpose and do your customers connect with it? I look forward to working more on this initiative in the future.

    Skye King, Assistant Trustee Services Manager, IFAA – QIEC SUPER

  • The session we had on Tuesday was one of the best facilitated sessions I have been involved in. Love your work!

    Andrea Koch, Director National Farmers Federation and Principal at Andrea Koch Agtech

  • I enjoyed the session very much. My first with CUA - I was impressed. It was a good balance of practical/analytical and innovative/ hypothetical. You & your team did a great job.

    Allison White, Head of Community at CUA, Credit Union Australia Limited October 2017

  • I wanted to share with you that I am now doing an exec degree on Leadership with Cambridge University and one of our modules focused on Leading with Purpose. In my assignment, I recalled many of the ideas you facilitated and I actually received top marks. So I wanted to thank you and let you know that I really got many key learning points from that session and I am using them continuously!

    Alexandra Moraru, Former Global Programme Manager, Everledger

  • I'd like to thank you for your time, guidance and advice in helping me define my purpose as a part of the MBA. It truly was an enabler for me to build confidence, find my passion and refine those skills I need in the future. That workshop we did this time last year, and attending your purpose events were fantastic and guided my decisions this year, especially with my job and company selection. Thank you for helping me transform my career through the MBA program. I hope the year is off to a flying start for you, and please reach out if you need anything at all.

    Richard Nagle

  • I thoroughly enjoyed your session with the MBAs yesterday. From my discussions with MBAs over the years, many have ‘parked’ their personal aspiration and purpose for the sake of dollars and/or perceived ‘success’. What you said to them will be giving many cause to reflect on not only the worth of this deferred happiness approach but also how long they can sustain a ‘dollars without purpose’ existence.

    Barry O’Sullivan, Director, Sustainable Change

  • It was great meeting you! I so loved the tool that you provided us that I made my Husband do it as well. He is excited to find a purpose too :). I am sure is going to help us build our career in right direction. Thank you once again!

    Yashasri Kingi, Dominoes

Purpose-Curious?

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