What matters to us

We exist to encourage and assist more companies to do more good. 

This is our purpose. It is (to use Simon Sinek’s Start With Why model) “why” we’re in business. “How” we do it is by helping companies become more conscious, which we see as being purpose-driven and aware. “What” we do is to work with companies to explore and articulate their culture through our process of collation, codification and communication.

We believe that, as individuals, most people want to do good, but as collectives, very few companies have facilitated us answering that call. We believe that, because we spend most of our waking hours at work, work should be something we feel good about.

Simultaneously, we believe that business has incredible power and potential to positively shape the future – in many ways, more than governments. But for the most part, businesses have existed purely to make money. 

We believe that people's desire to work with purpose, combined with business’s capacity to fulfil it, is an enormous opportunity. More and more, both customers and leaders accept, and demand, that business should act on its enormous power to be a force for positive change.

We believe that enlightened companies see this not as a luxury but as a responsibility, and as a competitive advantage: many ethically elevated companies are also elevated financially, leaders with purpose are more likely to succeed, and employees who find their work meaningful are more motivated and engaged. 

We believe in the compounding effect this can have. One company becoming even a little more purpose-driven can positively impact all of its staff, customers, partners, investors and communities, who in turn can positively impact others. Many companies becoming more conscious can multiply this.

What we aspire to

We aspire to constantly elevate both our clients and ourselves. We believe that there is more for us, collectively and individually, and we’re motivated to pursue that.

These values guide how we think and conduct ourselves.

We strive to:

Treat people as we want to be treated. This is the overriding value that guides all of our others. We expect it of ourselves and hope our clients will do likewise.

Behave with basic decency. We hold ourselves to high standards of respect, ethics and integrity, and challenge ourselves to do things for the right reasons.

Practice compassionate candour. Our collaboration requires honest and sometimes difficult conversation. If it’s well-intentioned and comes from a good place, it usually contributes to a positive outcome.

Take care. Our work is a process; it needs to be considered and crafted. To be really valuable, it must have substance, be thought-through and meaningful.

5.

Remember that positivity is a superpower. We try to be open to possibility and potential, which are life-changing and found in the most unexpected places.

Sasha Sanders

Founder

For around 15 years, I was a copywriter and creative director at some of South Africa’s best-known advertising agencies. Ultimately, I sought more meaningful and purpose-driven work, which I found as a creative director/strategist and corporate storyteller in my own business and in the technology and finance industries.

My observation of most companies I’ve worked with is that culture is almost always undervalued, relegated and paid too little attention. It is often unconscious or insufficiently conscious. And even companies that do see its value haven’t adequately articulated it to see the fruits of it running positively throughout the business.  

Even as an awarded writer, the most enduringly and visibly valuable work I have done is around collating, codifying and communicating company culture. It’s intellectually stimulating, creatively rewarding and, more importantly, has the potential to enrich my clients - financially, ethically, emotionally and energetically.