Why Your Purpose is Probably Broken (and How to Fix It) with Norma Dove-Edwin

Purpose gets talked about endlessly. Very few leaders know how to use it. JP and Neil are joined by Norma Dove-Edwin who has worked at some of the biggest companies on the planet; Shell, BP, British American Tobacco and HSBC. This is a no-theory conversation about what purpose really means inside organisations, and why it so often fails to land. This isn’t about bullsh*t mission statements or corporate slogans. It’s about clarity, consistency, and the leadership behaviours that either bring purpose to life or quietly undermine it. If you’re navigating change, disengagement, or uncertainty, this episode is a reality check. What you’ll learn: Why organisational purpose often lacks clarity How leaders keep purpose relevant, not performative The hidden dangers of hero culture Why purpose must align with strategy How empathy supports change and engagement What leaders owe their teams in moments of ambiguity Press play and lead with purpose, not ego. Join the conversation: https://perfectrebel.com/