How to run a purpose-driven business
This masterclass is presented by Wildwon, and generously supported by NAB.
NAB is proudly passionate about being responsible, inclusive and socially innovative.
The future belongs to businesses with purpose. The kind of purpose that’s baked into the business model, from the kind of companies that solve problems, rather than create them. Sustained success doesn’t come from soaring profit margins, it’s built upon the combination of a healthy bottom line with a healthy perspective on what the world actually needs.
Enter you.
Do you have an idea for a company that does good and is good? Are you looking to align your organisation with a social or environmental mission? Or do you want to get your head around shifting business trends and find a strategy to stay ahead of the curve? Whatever the case, there is a revolution happening in business and, like it or not, traditional models are lacking competitive edge and connection with what consumers, particularly millennials, really want: a company with a purpose.
This one-day course is packed with practical skills to help you create the purpose-driven business model that works for you.
The course is designed by Sydney’s Wildwon, the ‘meaningful experience agency’ a certified B Corporation with a mission to grow the purpose-driven ecosystem and help values-led organisations win. Wildwon are renowned for their work and are the creators of Australia’s first purpose-driven business conference, Purpose.
You’ll receive an introduction to purpose-driven business and the range of approaches to it such as social enterprise and circular economy principles. You’ll explore case studies of local and international organisations with social and environmental missions at their core, and workshop strategies and steps customised for taking your organisation into this space, or to the next level. You’ll also receive access to the Purpose Alumni network so you can continue learning long after the Masterclass ends.
To give you an even greater perspective on what it takes to create and grow a successful purpose-driven business, we’ve invited special guest speakers to share their experiences first-hand. The Melbourne workshop will be joined by Robyn Nixon, General Manager Global Sales & Marketing, of Intrepid Travel, the largest provider of adventure travel experiences. The company became carbon neutral in 2010, and runs a not-for-profit arm called The Intrepid Foundation.
In the Sydney workshop, Managing Partner of Marque Lawyers, Michael Bradley, will take us through his experience in founding a decidedly “unlawyerly” law firm. Marque Lawyers’ team do not use timesheets to bill clients and since attending Purpose last year, Marque has become a certified B Corp. Michael thinks deeply about unlocking employee potential and is currently working on big plans for shifting the business to a whole new level of capacity to leverage its resources for social good.
This course is for you if…
You’re an entrepreneurial (or intrapreneurial) thinker – at any stage of your career – who is keen to learn, gain practical advice and do business better
You work for a company or organisation of any kind that could benefit from a purpose-led approach. You want to understand how purpose could benefit your business’ culture, brand or bottom line.
You work for a company who would like to start internal education about the purpose economy and how it relates to your company and the market
You’re on the purpose journey already as a sustainability or social responsibility professional, but want to take these ideas into the core of your company’s strategy
You have an idea for a start-up and want a social or environmental mission to inform your constitution and business model.
You’ve founded a start-up and want to incorporate a well-considered and designed purpose to inform your core strategies.
You work for a B Corp, social enterprise or charity and want to develop strategies that will propel your organisation forward whether that’s to scale or become financially sustainable

Course description
The Masterclass is a practical introduction to purpose-driven business, with an overview of the local and international models and a practical approach to making social or environmental missions a successful core strategy. The day will include short exercises and discussions aimed at identifying and refining your business strategy based on macro trends.

Topics covered on the day include:

What is the purpose ? A basic overview of the purpose economy and what it means to be a purpose-driven business.
The Australian and international landscape: providing context and need-to-know terms including Benefit Corporations, social enterprise, Corporate Social Responsibility (CSR), circular economy, shared value and mission-aligned (for-profit) charity arms.
Sustainability vs Purpose: what is the difference between the two terms? Examining statistics around corporate spend, and figuring out why companies with a purpose-driven strategy succeed where sustainability has failed.
Case study inspiration: looking at companies – small and large – who have incorporated a social or environmental mission into their business model… and out-performed their competitors. These range from local social enterprises, such as Aussie toilet paper brand Who Gives a Crap, to the biggest global shoe brand Nike.
Trends and themes: taking a macro look at the global shifts sparking this business revolution, including values-led leadership, a push for meaningful work, cathedral thinking, millennial mindsets and design-led thinking.
Practical in-class application: tools and activities to put learning into action and devise custom strategies
You will leave this Masterclass with a strong understanding of purpose-driven business models, strategies customised to your organisation, clear steps for actioning insights, and accountability plan and ‘buddy system’ for making it all happen.

You’ll also be given further reading and resources on:

the ethics and philosophy of business
the nature of corporations and fiduciary duty
‘Green Giant’ case studies: companies with a core purpose that have become significant forces in the business world
tools to take back to your workplace or use in the future
relevant networks and organisations

Tutor profile
Sally Hill, Wildwon
Wildwon is an end-to-end experience design company, crafting memorable experiences across branding, events, digital communications and content creation. Their work helps to connect people, build movements, grow communities, reinvent business models and shift thinking. Wildwon specialise in knowledge, innovation, sustainability, social change and advocacy events and experiences, with all of their outputs are designed to create meaningful and lasting impact. Founded in Sydney in 2012, Wildwon coined the phrase The Meaningful Experience Agency to capture the company’s focus building positive movements and galvanising communities. They exist to grow the purpose-driven business ecosystem and help values-led organisations win.
As the co-founder of Wildwon, Sally has run a certified Benefit Corporation (B Corp) for the last four years. In doing so, she has worked exclusively with purpose-driven companies and organisations as clients and partners. In her spare time, Sally sits on the board of Conscious Capitalism Australia. With a background in responsible corporate practise, Sally has worked in partnerships for a global NGO, sharpened her teeth in sustainability communications in London, and built a wealth of knowledge in the field of shareholder activism and campaigns.
Purpose
On 5 & 6 December 2016, Wildwon will hold their conference Purpose, a two-day event about purpose-driven business. For access to a special discount for Guardian readers use the code “Guardian” at www.purpose.do.

Book now
Sydney
Melbourne

Details
This event has ended. For information on upcoming Guardian Australia Masterclasses and live events please see here
Sydney
Date: Thursday 6 October
Times: 10am-5pm
Location: 19 Foster Street, Surry Hills
Price: $ 299
Event capacity: 20
Dress code: There is no dress code for Masterclasses. Please wear whatever you feel comfortable in.

Melbourne
Date: Tuesday 18 October
Times: 10am-5pm
Location: NAB Offices
Price: $ 299
Event capacity: 20
Dress code: There is no dress code for Masterclasses. Please wear whatever you feel comfortable in.
To contact us, click here. Terms and conditions can be found here.

Returns policy
Tickets may be refunded if you contact us at least 7 days before the course start date. Please see our terms and conditions for more information on our refund policy.