Purpose-Driven Transformation: a view from Chidi Ameke

We are proud to share that Chidi Ameke, our Head of Delivery, is an author once again! Following the success of his first book, ‘The Intelligent Change Management Guide: How To Successfully Lead And Implement Change In Your Organisation,’ Chidi recently published ‘Purpose-Driven Transformation: The Corporate Leader’s Guide to Value Creation and Growth.’

In the face of increasingly “conscious-consumerism”, organisations must embrace change in order to remain relevant.  Here's Chidi's take on why purpose-driven transformation must begin at the very top:

What inspired you to write about Purpose-Driven Tansformation?

Without a shadow of a doubt, 2020 was a crazy year. For me, the George Floyd piece was a huge trigger. Equally, when you look at the protests around environmental issues, it feels like people want significant change, not maintenance of the status quo.

There are many different mechanisms for change: government, corporations, communities, and personal values. I'm interested in business, so I'm looking at it from the point of leadership in the corporate world.


What do you see as the greatest obstacle facing global leaders today?

Relevancy is a huge challenge right now. Leaders need to protect their organisations, workforce, shareholders and investors’ interests, but they also need to be innovative, to ensure that they are prepared for the future today. This means doing the right thing, even if it costs you. 

What are the most important things you want readers to take away from the book?

“Be fair.” I don't think people in the movements around sustainability and inclusion are asking for anything beyond being fair. They want fairness in the workplace, fairness in representation, to be treated fairly, and to be considered for opportunities fairly. I think that’s really key.

Secondly, don't just talk about sustainability, demonstrate it. As marketers, we have a great opportunity to be trail blazers in the space of sustainability and set the standard for how others should be behaving.

Grab your copy of Chidi’s Book, ‘Purpose-Driven Transformation: The Corporate Leader’s Guide to Value Creation and Growth’ today!

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