Online course
Become Purpose-driven
This is an immersive, 8-week course facilitated by Ross Drakes
Sign up below for more info
What you’ll learn
Purpose is a tool for growth. Companies that have clarity of Purpose and communicate it outperform those that don't. Purpose will help you attract the right people, streamline decision making, inspire action and change, and look beyond traditional market constraints to deliver growth.
Understand Purpose in a business context and the value it can create in your business.
Use Purpose to build your brand
Define each stage of your golden circle (What, How, Why)
Use Purpose to define the difference you make in people’s lives
Define the people you serve — your ‘them’
A facilitator’s guide to running a workshop
How to use Purpose in your company
Case studies on how different companies have used Purpose as a measurement and a tool to grow
All the tools you need to run the process yourself
Who will benefit from this course?
Founders
Leaders of companies
Heads of marketing and communications departments
Interested in sending your team on the course? Contact us for a group discount.
Why should you care?
Use Purpose to grow your brand, motivate and measure your team, guide your product development and define your audience. It is a way to connect on a deeper level with the people you serve and pivot when your market becomes saturated, commodified, or begins to shrink.
First brought to prominence by Simon Sinek in his TED Talk How great leaders inspire action, Purpose has been shown to be a phenomenal tool to create intention — helping companies survive trying times, grow rapidly, inspire employees, shift their focus, or move into entirely new markets. Companies the world over have seen success in using Purpose as a core element of their strategy, from small, owner-run businesses to global giants like Discovery and Mars Petcare.
Understanding why your company exists and the dent it aims to make in the world can give employees a reason to wake up in the morning and provide an anchor in uncertain times. It can be used across entire companies to drive toward a common goal and it can provide autonomy to departments and individuals, allowing them to find solutions that align to your Purpose.
When paired with impact (the dent you make in the world), Purpose becomes a self-fulfilling prophecy — where the impact created by acting on your Purpose feeds directly back into that Purpose, supporting the claims that your brand makes. We say Purpose defines your impact, and impact rewards your Purpose.
As a leader in business, you have an opportunity to be intentional about the way you affect the world around you. Are you making the most of it? If you could help your employees and customers find the signal through the noise, why wouldn’t you?
Also, you might actually make the world a slightly better place.
What you get
A one month intensive online version of Nicework’s Purpose finder workshop
Lifetime access to the course videos and support materials
Access to a peer Slack group
3 live zoom calls and lectures from leaders in this space
A workbook for you to capture your thoughts
A summary and worksheet of the Purpose Model
A facilitator’s guide and presentation that provides easy to follow steps to deliver your own workshop
A PowerPoint / Keynote presentation that lands the importance of purpose for your team and allows you to easily share your message with them
“Hundreds of coloured sticky notes later, Ross and his team had mapped out our company purpose, shed light on our company goals and helped pave the way forward for us as a team”
Lakshmi Moolraj, COO of Finch Hattons
Meet your facilitators
Ross Drakes
Once a Creative Director, his love for helping businesses find solutions to their most burning problems and grow through Purpose has drawn him away. He now focuses on facilitation and helping clients win. He still loves to weigh in on any creative brief thrown at him, so don’t be shy to pitch him your idea.
Founder & Owner,
Creative Director,
Public Speaker
Ross is a proud member of the Entrepreneurs’ Organization (EO), sat on the Johannesburg board as Communications and Strategic Alliances chair, and later served as the president of the Johannesburg chapter. He is currently part of the Global Communications Committee which helps shape the way EO communicates, internally and externally.
He has been the host and organiser of Creative Mornings Johannesburg for the last 7 years and hosts two podcasts — One More Question (by Nicework) and RadEO (for EO South Africa).
As a professional speaker, Ross engages audiences on Impact, Purpose, Brand and Community. He has a keen interest in how to influence culture and the power of story.
Ross derives an immense amount of joy from being a father to his two-year-old son, Sebastian Richard Drakes.
Jason Tuohy
Jason is a strategist, facilitator, and sometimes a copywriter. He studied Strategic Communication at the University of Johannesburg and found a job in marketing when it came time to enter the real world.
“Care, to me, means action. When people care about something, they are moved to act. How much do they care? What is the solution? How simple is it for them to act?”
– Jason
Jason has worked in small agencies and some of the worlds most luxurious automotive brands. For four years, he was a co-founder and organiser of Touch — a monthly talk series which helps bridge the gap between students and their industry (he has since stepped away).
Somewhere in between, Jason stumbled upon Patagonia and read Yvon Chouinard’s book — Let My People Go Surfing — he has been a Patagonia fanboy and a proponent for Purpose-driven business ever since.
He has a keen interest in creating a better world by protecting our oceans and investing in regenerative agriculture. If you don’t want to talk about either of those, you can also try climbing and the outdoors, breathwork, freediving, or sharks, orcas and other sea life.
Course / Build your Brand Impact Model