I’m very pleased to welcome Alyson Watson, CEO of Woodard and Curran.  In this episode, Alyson shares with us their journey to articulate their purpose and then use that to develop a strategy that responds to the deep uncertainty businesses are facing.  She describes the inclusive approach they took to get understanding and buy in, as well as some of the challenges in taking this approach.  She also describes the way they embedded the strategy into the organisation, which required a few unexpected changes.  Join me for this informative and inspiring episode.