This week on the Communicating Purpose podcast, John is joined by Naomi Smith, CEO of Best for Britain.

Having grown up during the Troubles in Northern Ireland and later walking away from a six-figure finance career to fight for a cause most people told her she couldn’t win, Naomi is not someone who gives up easily.

Launched in 2017 to stop Brexit, today Best for Britain focuses on strengthening UK–EU ties, reversing the economic damage of Brexit, and advocating for practical, closer collaboration with Europe. In this episode, John and Naomi discuss:

🔄What it really takes to pivot from public defeat to long-term influence

🔏Why so much political persuasion now happens quietly, inside private feeds and long-form content most of us never see.

🧠How platforms like YouTube, Twitch and Discord shape worldviews through content that doesn’t look political at all

🎯Why many progressive voices are still not operating where attention is actually being won.

I hope you enjoy.

John Higginson,

Higginson Strategy