My name’s Pete Askew. I’ve spent most of my career helping organisations turn purposeful ideas into structures that hold.

That’s taken me from building strategy teams in New York and advising global brands on innovation and growth, to working with charities, NGOs and community organisations to shape more viable and sustainable operating models.

Over time, the work has converged: helping commercial brands build more purposeful offers, and helping purpose-led organisations build stronger commercial foundations.

Today, alongside chairing Cleveland Pools Trust in Bath, I focus on a small number of projects where the same question sits at the centre:

how do we make purpose hold up in the real world?