Lead with Purpose

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung talks to Jacqui Barrett about diversity and inclusion. Jacqui is MD of Wider Thinking, an equity, diversity and learning platform that delivers insights to understand behaviour and also delivers the data to help inspire future actions.

KEY TAKEAWAYS

• I worked at the BBC for 15 years, right up until the week before my baby was due to be born, planning the financial side of BBC 3 as well as the schedule. On my last day I cried because I knew I wasn’t going to go back there after maternity leave. At the same time my mum, who was living in Leeds, was diagnosed with young onset Alzheimer’s in her late 50s. .I knew that I wouldn’t be able to balance a career as well as a young family and I had to make the call of what was important for me at that moment in my life with a lot of trips to Leeds with a newborn baby to help mum with her struggles and managing her care. It was something I wanted to do, so I took a career break for 6-7 years.
• I co-founded a company that made explainer videos for all the things we were passionate about, including sustainability, financial inclusion, female empowerment, we took things that were complex or dry and made beautifully crafted animations. One of the topics we worked on was unconscious bias, which we were developing a toolkit for an organisation for. The more we developed it and the more we learned about the subject the more we realised unconscious bias was about equity, diversity and inclusion. Rather than make the content for one client we decided to make a platform about it that we could licence out to as many companies as we liked. That’s how Wider Thinking was born.
• We all experience unconscious bias and we all have it, it’s not necessarily a bad thing, it’s human nature. We don’t want to reprimand people for something that’s innate, we want to build awareness that you have it. Awareness and acknowledgement is the first step, then you need to build an infrastructure around you so you can offset each other’s blind spots and biases. 
• The statement: “This is who your people really are '' is really interesting. What we’ve found with a few organisations are two interesting things. One, they’re a lot more diverse than they think they are, because they don’t realise there are a lot of people that work there that are code-switching or masking (people who don’t feel included, don’t have a sense of belonging and therefore mask certain characteristics or traits – dyslexia, ADHD, being trans/gay). Two, Our data doesn’t often mirror their own data from internal surveys. What happens here is that people still feel a little nervous of stating the truth even though it’s anonymous in case it goes to HR and could affect their appraisal or job application.

BEST MOMENTS

‘I faced a lot of judgement from other women for choosing not to go back to work for a few years after having my daughters. Either support my choices or mind your own bloody business!’
‘There are all different versions of being a woman, being a career person, being a parent. It’s about choice.’
‘Everything we’ve lived and experienced gives us a bias towards certain things, partnering with someone who has different experiences means you compliment each other. That’s the point of diversity.’
‘The data gives companies statistical evidence on how to drive policy change, a concept of where their strengths and weaknesses are, and it also demonstrates change by giving employees the power to have a voice, that’s one of my driving passions.’

ABOUT THE GUEST

Jacqui Barret is managing director of Wider Thinking: Our award-nominated interactive programme helps you easily scale comprehensive understanding of Equity, Diversity, Belonging & Inclusion to all employees via desktop or mobile. 

We also create bespoke workshops giving you full control of content and schedule.

We provide awareness, strategy and measurement so everyone in your organisation benefits. Not just senior management: everyone. We give everyone in your organisation a voice, an opportunity to be heard so you can find out who your people really are.

Our data-driven approach pinpoints how and where you need to make progress because business-as-usual without a structured programme won't get you there. Evidence and metrics will. 

We’d like to be your longer term partner because one-off training doesn’t change your culture; it's more likely some systems and processes need to change, alongside an enriched understanding of human behaviour and how we all impact others. 

Our key objective is to make company culture safer, happier and more prosperous

Website: https://widerthinking.com/ 

Email: [email protected] 

LinkedIn: https://www.linkedin.com/in/jacquibarrettwiderthinking/ 

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung, talks to Rachel Sheila Kan, a fashion circularity expert, TEDx speaker, author and founder of Circular Earth and the Ecosystem Incubator, to talk about what circularity means to her.

KEY TAKEAWAYS

• Circularity is beyond the product. We could create a product that is circular, but it could create unintended consequences just in its coming to being. We have to think about all of the other things attached to it: locality, where it’s coming from, what kind of emissions and things are happening? Socially, what’s happening in the supply chain and the people that you’re working with? 
• Two decades ago the industry was about fast fashion, value and producing loads and loads of stuff that we knew wouldn’t ever be able to be purchased. We’re still seeing that now, of course. But I got to a point where I was actually sickened to design stuff anymore, so I moved into sustainability about seven years ago and started creating events bringing people together on a grass-roots level so you could find vintage or eco brands, and sew and swap stuff. 
• I try to apply sustainability to brands, either as they’re starting up or medium-sized brands looking to transition. I saw that whatever we were doing in that space was just plastering over the current economic system and the systems that we have in this world, and that it would never get to the level it needed to in order to reduce overproduction to make repair and upcycling a viable economic solution. I saw that individually those companies could do something, but maybe coming together might be a better or different way. So we built the Ecosystem Incubator to start that co-creation, to have businesses, sole traders, brands, garment techs, designers, growers, CMT units come together and co-create that new future.
• In the future, I see us moving away from centralised production to work more in a decentralised, locality way. You can see it already with reshoring back to the UK, creating new economies in different localities. But, that also needs to be balanced by reimagining economies in all the places we’ve extracted from for so many years. There needs to be a relocation of economics at the same time.

BEST MOMENTS

‘It’s interconnected between industries, I attend EDF Energy events and Thames Water events, it’s a continuous learning journey.’
‘It seems silly to over-buy a ton of stuff we don’t need. There are many brands with stock sitting in their warehouses, and that’s not helping anyone in the environmental space or otherwise.’
‘We can’t keep doing the same things that we did before. We can’t keep extracting all the nutrients from one place to be able to push it into our world and extract economic growth from it.’
‘The Ecosystem has always been in the mindset of a forest: Each tree has its own niche and speciality but underground they’re sharing collective knowledge and nutrients.’

ABOUT THE GUEST

Rachel Sheila Kan: I have been working in the fashion Industry for over 2 decades in design and design /project management.  Very much a hands-on practitioner working with supply chain, and designing brands from identity, through to development, supply, landing and into promotion.  I have worked on multi products with a specialist knowledge in kidswear and womenswear. I was used to working with team designers, technicians, and marketing personnel.

I moved into sustainability around 5 years ago where I developed in action with brands and small businesses, and I then finally focused on my consultancy Circular Earth. At Circular Earth we help brands to create parallel sustainable brands or start up with sustainability at the heart – let us be your mission control.  I also lecture on sustainability and ethics in business at university level.

Throughout my studies I realised that the very things that we were creating in the sustainability space were a mere sticking plaster to the systems that we were standing on, therefore often counterproductive and coming back to the old systemic ways that do not have them thrive. Indeed, fashion can be a competitive cut throat industry, so we wanted to turn this on its head and have many come together for lasting change.

So, I started to work with regenerative structuring and new economics that I had learnt in my studies to create a collaborative called ‘’The Ecosystem Incubator’’ where different players in the small fashion and business space start to collaborate on many of the things that they find tough to do in isolation.  The Ecosystem is based on living systems thinking where we model the workings of a forest – to create a forest of fashion – in a metaphorical sense.

Website: https://rskan.com/ 

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

People don’t care about you unless you care about them! This is one of Tze’s number one marketing secrets and in this episode, she explains why and how you can utilise this secret to improve and upgrade your own marketing; including 5 tips for creating content your ideal customer will love.

KEY TAKEAWAYS

• When people see your marketing, if they see something that they relate to or makes them feel heard, this is when they will stay, sign up to your newsletter or even buy from you.
• When you are struggling to create content for your marketing, it is often due to you lacking critical information about those clients and their wants and needs.
• Find out as much as possible about your ideal customers as you can, interviews can be a great way of doing this and finding out who they are as people.
• Put useful content out there that educates or entertains.
• When you are predictable in your messaging that builds trust.
• Show your personality as a person and as a brand across your channels. Just be you as you are, being authentic will set you apart.

BEST MOMENTS

‘The question they are always asking themselves is what’s in it for me’

‘When your ideal customers don’t feel heard there’s not much they can connect with so it’s important we know our ideal customers’

‘You have to actively engage with them’

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges.

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company.

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com

Facebook: https://www.facebook.com/wedisruptagency

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency

LinkedIn: https://www.linkedin.com/in/tzechingyeung/

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung, talks about overwhelm. This is something that is so common and something a lot of her clients come to her with for a number of reasons. 

KEY TAKEAWAYS

• When people feel overwhelmed they end up doing more and feeling burned out and really tired, exhausted or drained and then they collapse because they physically can’t do it anymore. The best thing to do when you’re feeling stressed or when you feel like you have too much on is to ask “Am I feeling a bit overwhelmed right now?” If the answer is yes, great. Acknowledge it, understand it’s just a state you’re in currently and that you can take some simple steps to do something about it.
• When you’re feeling overwhelmed or stressed out, just take a break. You won’t be very productive anyway. Go for a walk, spend half a day – or the whole day – at a spa, do something you love doing that you haven’t done in a while, just treat yourself, be kind to yourself and look after yourself.
• Prioritise: Quite often when we’re feeling stressed and overwhelmed it’s because we haven’t prioritised anything because there’s too much to do, so we’re trying to do everything at the same time, doing the marketing while trying to set up a website, feeding the baby, cleaning the house, doing the cooking and setting up another business all at the same time. Put down on a piece of paper everything that you need to do, or feel like you need to do, to achieve your goal. Pick 2-5 things that are the needle-movers in your business, that you absolutely need to get done for you to achieve your goals. Rate them in order of importance and put next to each task who can help you with that task (someone you know or can outsource it to).
• If you need to do the work and you enjoy doing it, break each task down into smaller tasks and it will become much more manageable. Complete those sub-tasks in order of importance and complete one before moving onto the next one.

BEST MOMENTS

‘You don’t have to keep firefighting, chasing your own tail and trying to do everything all at the same time, Just breathe and realise it is just a state and you can take charge of it and control this.’
‘Reconnect with your ‘why’. Why are you doing this thing? Why did you start this business? Get clear on what really matters to you.’
‘Establish goals: What are the goals that you need to get to to achieve your dream? Write them down.’
‘We have to learn to delegate more.’

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

Tze Ching  is talking with Emily Deacon, business coach and founder of Earthos who help Greentech start-up’s align positive impact on the planet with making a profit

Emily shares her own journey and great advice about some of the key challenges that start-ups need to overcome to be able to grow successfully from fully understanding your values to getting culture and hiring right when you first begin

KEY TAKEAWAYS

• We associate full-time jobs with security but there’s lots that’s out of your control and there is much more you can control when  you work for yourself
• So much of it is mindset,  it’s an ongoing process where you are decoupling your value as a human being from what you earn
• Culture and hiring are vital elements, for a business to grow successfully you need to bring the right people on board at the start
• Profit shouldn’t be a bad word in the green space, it’s ok to want to make money in business and have a nice life
• It’s understanding from the start, your values and value proposition to the client
• You need to understand what makes you distinct and the value you provide

BEST MOMENTS

‘You have to realise you have value as a human being whatever you earn’

‘They are amazing at what they do but often don’t have any sales knowledge or experience’

‘I always knew that I wanted to do something that helped people’

VALUABLE RESOURCES

https://www.linkedin.com/in/emily-deacon-earthos/

https://www.linkedin.com/company/earthoscoaching/

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung, talks about how purpose driven entrepreneurs are driven by a sense of purpose, values and a mission to make a difference in the world. But, how do we actually communicate this clearly and effectively with our employees, customers or funders so we can get their interest and support to help us achieve our mission?

KEY TAKEAWAYS

• You need to have a clear understanding of your own mission and values. It’s almost impossible to communicate clearly what they are if you aren’t 100% clear on what they are yourself. If it’s wishy washy your communications will come across as wishy washy. 
• Make sure that you display you mission and values visibly everywhere: prominently in your office, on your website, other communications materials you use to communicate with your stakeholders, employees, customers, partners, funders. 
• Integrate your mission and values in your branding, especially if you’re in the early stages of forming a business or branding. What’s more important than anything else is the messaging about what your company is about, make sure that messaging is fully aligned with your mission and values. If there is any kind of disconnect between the messaging you put out and your companies mission and values, that will create distrust and people will disengage with you because you’re not coming across as sincere.
• Your employee’s stories are just as important as your story is to your customers and stakeholders, involve them in your communications and the process of defining and communicating your mission and values, encourage them to share their stories of how them embody your and your company’s values in their work. When you hire people, the most effective ones usually have the same shared values as your company or the company owner.

BEST MOMENTS

‘Dig deep and get a full and clear understanding of what you’re doing and why you’re doing it before trying to communicate that to people.’
‘People that are confused don’t tend to engage, they will just leave. Make sure you’re clear to your stakeholders and customers.’
‘Share stories that illustrate your mission and values. People love stories, story-telling is very, very effective and powerful.’
‘Involve your employees.’

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung, talks to Lucy Hawthorne, a facilitator, campaigner and founder of Climate Play. Through play-based learning or, so called ‘serious play’, Lucy helps make it safe, light and fun to talk about climate change issues, helping people to engage more deeply, honestly, and creatively to a topic that people would rather run away from.

KEY TAKEAWAYS

• Serious Play is play with a purpose. It’s playful methods and techniques I used in order help make progress on serious, apparently grown up stuff. I use it in the context of environmental issues, trying to make it safe, light and fun for people to have conversations that they generally don’t really want to have. It’s a series of different methodologies that help unlock creativity, communication, connection. It takes all of the good bits about play and applies them to something.
• I used to work in the UK charity and NGO sector for years and then shifted to become a facilitator because what I’m really fascinated with is psychology, specifically in what makes people change their minds, what shifts people’s beliefs, what helps people engage and disengage. I combined an understanding of campaigning psychology and what helps people to learn because learning is totally fascinating. 
• I kept getting a familiar story of people feeling heaviness around social and environmental change, for good reason – there’s a lot of injustice and inequity. But that heaviness can sometimes be demobilising for people and it can end up fuelling apathy. Over the years I’ve been thinking about how you can engage people’s hearts and minds more effectively. You shouldn’t always be playful, but there’s a place for play in helping people to engage in topics that they don’t really want to. We need to counter depression, anxiety, demobilisation, stress to an extent in order to get people moving. I’m really fascinated by this weird binary of how we can deal with serious existential stuff with at least a smirk on our faces. I believe you can make significant, positive progress and be well, to an extent, in the process.
• The fundamental principle of Lego Serious Play is that it’s all based in metaphor because it’s essentially a story-telling technique. You’re not literally building things, you’re building metaphorically and telling a story, they’ve got a lot of complex meaning built into them. Sometimes people build these mad, really creative structures and others just build a couple of bricks, and they can be the most potent in the story they tell. You’re using a different part of your brain, feeling your way through the meaning rather than thinking.

BEST MOMENTS

‘Play is a basic building block of life, it’s about how we explore, learn, connect and develop.’
‘Lego is the main thing that I use in Serious Play, partly because it just works and it doesn’t tend to freak people out, it’s got a low barrier to entry because people are very familiar with it – and adults have been cultured out of playing.’
‘Fear has a very helpful role, in some ways, but it can be incapacitating.’
‘The opposite of play is not work, it’s depression.’

ABOUT THE GUEST

Lucy Hawthorne is a campaigner at heart, using facilitation, coaching and peer learning to help social justice organisations increase their impact. Nominee 'PRCA Voluntary Sector Campaign of the Year 2020' (CPRE, Don't Fast Track Fracking campaign). Particular focus on how to create open, safe and inclusive conversations that catalyse climate action.

https://www.climateplay.org/

https://www.linkedin.com/in/lucyhawthorne/

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung, talks about dating… well, selling through social media, which is a pretty similar journey to go through. We meet someone, we ask for the contact details, we build trust, nurture the relationship, and eventually get to the point where we get married (accepting the proposal).

KEY TAKEAWAYS

• It doesn’t matter how long the sales journey is, you have to go through the same steps with your customer for a successful sale: You need to be authentic, a good listener, engage in conversations (these can be fun), be consistent – show up and be there when you say you’re going to be there. This goes for emails, social media, your business’ messaging.
• Don’t be too pushy. If you try to sell to someone too soon, that will make them want to run. Make sure you nurture that relationship by building trust, engaging and connecting with them and then sell to them.

BEST MOMENTS

‘You wouldn’t say “hey, do you want to get married to me?” the first time you meet someone, it’s the same with sales, don’t ask people about sales straight away, build a relationship first.’
‘Always think about how you can connect with your prospect. What kind of content do they want to find out about and how can you help them? Do talk about “me, me, me” all the time.’

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung, talks about something super simple but very important: Creating an engaging social media bio. Our bios are out first touchpoint for our customers, therefpre it’s very important that it speaks to them so that they will follow you.

KEY TAKEAWAYS

• Keep your bio short and meaningful, and make sure it’s easy to scan almost immediately. A good profile picture can help here, instead of using a logo, think about using a photo of you because people usually connect with other people, not soi much with a logo, unless you’re a big, well-known brand.
• Promote yourself, make sure your audience knows you’re worthy of their time by listing your unique skills, interests and how you can help them. People aren’t just on social media to look at what other people do, they’re also there to look at what people can give them, what value can they get, what’s in it for them?
• Stand out from the crowd. Don’t be scared to show off your creative or funny side in your bio, you don’t want to be like everyone else. That difference will make people remember you. You can show your personality through your bio by creating visually appealing account bios maybe with emojis, but also with page breaks – don’t write it all in one big block of text.
• Include who you are, who you want to help and how, and why they should give you their time. Know your niche and your audience – if you’re marketing to a group of teens, that’s going to be very different than if you’re speaking to a group of retired people. Use the language your ideal audience is using to attract them so that they can relate to you. 

BEST MOMENTS

‘You have 1-2 seconds to capture the interest of a customer to decide whether or not you’re worth following or not.’
‘Include a call to action. Use a link shortener or bit.ly to direct people to you website, landing page, sales page, blog, whatever you’re trying to promote.’
‘Where next? Provide a clear call to action to those that follow you on social media.’
‘Different social media platforms may have different audiences. Adjust your language or the way you formulate your bio on each one.’

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/ 

On this episode of the Lead With Purpose podcast host, Tze Ching Yeung, talks about how to write a powerful purpose statement as many companies now know what drives business growth is purpose beyond profit, which is why having a purpose statement in place is essential from the day you start your company.

KEY TAKEAWAYS

• Having a powerful purpose statement in place will help guide your organisation, it will also help guide your customers in terms of whether they like you or not, if they agree with it, it’s more likely they’ll follow you. It’s a good tool to also attract new customers.
• A purpose statement is a statement that describes the reason why a company exists and the impact that it has on those it serves. It’s different to a mission or value statement. Often companies put out statements including all three which can be a bit confusing. A purpose statement is why you’re doing what you’re doing, a mission statement describes more what your company does, and a value statement is more about the guiding principles or priorities of a company, such as great customer service, innovative products, how you deliver on your goals. Why, what and how.
• A great purpose statement should not be static, it should be able to follow the growth of the company. It should not be based on a particular service or product, it is the purpose of the whole of the organisation, so when you scale, grow and add more product lines and services, your purpose statements needs to be able to remain the same and true to what your company does.
• Keep it short and concise, between 6-20 words, though 20 is a bit on the long side. Keep it inspirational and motivational so employees know why they’re coming to work. A purpose is never achieved, but acts like a guiding star for your organisation. It needs to be sincere and simple, applicable and motivational to all stakeholders, people need to believe that this is what you believe in as an organisation, brand or business owner. It should contain three components: a verb, an intention and an outcome/beneficiary.  

BEST MOMENTS

‘Why does your company or brand do what it does, aside from commercial interest? What makes your company stand out?’
‘If people agree with your purpose, it becomes a really powerful tool to attract them to you.’
‘Our purpose, as a business owner, should definitely be in line with our own personal purpose.’
‘A purpose statement is not just for attracting customer, it’s for guiding employees, the organisation and stakeholders that are involved in your company, to inspire and help motivate them to do the work that they need to do.’

ABOUT THE HOST

Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.

In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges. 

Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company. 

Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.

CONTACT DETAILS

Tze Ching’s website: https://wedisruptagency.com 

Facebook: https://www.facebook.com/wedisruptagency 

Instagram: https://www.instagram.com/wedisruptagency/

Twitter: https://www.twitter.com/wedisruptagency 

LinkedIn: https://www.linkedin.com/in/tzechingyeung/