Is your company’s purpose just words on a wall, or is it actively driving business growth, performance, and real-world impact?

In this episode of Scale Up Sessions, we're joined by Becky Willan, co-founder and CEO of Given, the agency for purpose-driven businesses. Becky works with ambitious brands to define and activate purpose across their organisation, moving it beyond statements and into everyday decisions that create value for both business and society.

we explore how leaders can embed purpose into business strategy so it genuinely shapes decision-making, engages teams, and fuels sustainable growth as organisations scale.

You’ll learn why so many growing companies fall into the “purpose gap”, the disconnect between what businesses say their purpose is and what employees actually experience day to day and what leaders can do to close it. We discuss how purpose-led companies outperform, why purpose must be inspiring, credible, and actionable, and how to hard-wire it into governance, culture, investment, and people decisions.

This conversation is packed with practical guidance for founders, CEOs, and leadership teams, including:

1. How to use purpose as a decision filter, not a marketing statement
2. Why purpose often breaks down as businesses scale and how to prevent it
3. How to get genuine buy-in from teams and boards, not just surface-level alignment
4. The role of leadership in turning purpose into daily action
5. How embedded purpose drives employee engagement, retention, innovation, and long-term performance

If you’re leading a scale-up or growing organisation and want to understand how purpose can become a competitive advantage, this episode offers clear, actionable insight you can start using immediately.

1. Follow Martin on LinkedIn: https://www.linkedin.com/in/martinkennington/
2. Follow Becky Willan on LinkedIn:https://uk.linkedin.com/in/becky-willan-5887a88
3. The Purpose Gap | Anthesis Global

Scale-Up Sessions is brought to you by Cynergy Bank. To learn more about Cynergy Bank, visit https://www.cynergybank.co.uk/

This episode was produced by Flamingo Media. If you want to create a chart-topping podcast visit www.flamingo-media.co.uk