Leaders with Purpose

manifesto

What does it really take to lead with purpose in a world of uncertainty, complexity and constant change? What happens when profit, people and values collide?

Hosted by Rebecca Hull and Lou Lai from Manifesto, Leaders with Purpose goes beyond the headlines and leadership clichés to explore the real, messy, and meaningful work of leading with courage and clarity.

Every fortnight, hear from the leaders shaping the future across non-profits, culture, technology, and mission-driven organisations to unpack how they stay connected to purpose, navigate transformation, and lead with integrity.

Through honest reflections, surprising lessons, and practical takeaways, this podcast offers a candid look at what it means to lead today. You’ll hear from industry experts, peers, and change makers across sectors, sharing lived experiences from the frontlines and the system’s edges.

Because great leadership doesn’t always come with a playbook, but it always starts with purpose.

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#29
September 23 · 8 min
Why leaders need to talk about mental health
How honest should leaders be when they’re struggling? In this extra mini episode of Leaders with Purpose, Ben Kay, Chief Experience Officer at the British Association for Counselling and Psychotherapy (BACP), joins Lou to discuss vulnerability in leadership, his experience of burnout and why speaking openly about mental health is essential. Ben shares how difficult periods have shaped the way he leads, why health must remain a priority and how finding purpose has brought greater meaning to his work. Topics covered include: 00:00 Navigating uncertainty as a leader 00:56 Being open about vulnerability and burnout 02:38 Why it’s important to say when you’re not fine 04:25 Putting health first within an organisation 05:02 Finding personal purpose through your work 06:00 Creating a shared sense of purpose at BACP This honest conversation offers reassurance to leaders facing difficult periods and a reminder that asking for support can be an important step forward. Subscribe to Leaders with Purpose for more conversations about purposeful leadership, workplace culture and mental health. Listen to the podcast Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us Ben Kay: https://www.linkedin.com/in/benkay76/ Lou Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#28
September 16 · 7 min
What happens when AI becomes your therapist?
Could AI make mental health support more accessible without losing the human connection at the heart of therapy? In this mini episode of Leaders with Purpose, Ben Kay, Chief Experience Officer at the British Association for Counselling and Psychotherapy (BACP) explores the role AI could play in supporting the nation’s mental health. With public services under pressure and private therapy unaffordable for many, people are already turning to AI chatbots during vulnerable moments. Ben discusses the risks this creates, why technology should complement rather than replace therapists and the need for strong ethical frameworks. He also explains how BACP can help technology companies develop safer, more human tools grounded in evidence and clinical understanding. Topics covered include: 00:00 - Creating an ethical framework for AI 00:14 - The growing gap in access to mental health support 01:28 - Using technology to support human interaction 02:00 - Why vulnerable people are turning to AI chatbots 02:42 - The risks of using AI for mental health support 03:06 - Why AI cannot replace human connection 03:38 - How technology could support therapists and clients 04:15 - Bringing therapeutic ethics into technology 05:19 - BACP’s responsibility to its members 05:46 - Why decisions must be grounded in research 06:16 - Helping the public choose safer digital tools 06:54 - Using AI to support the nation’s wellbeing Subscribe to Leaders with Purpose for more conversations about leadership, mental health, technology and organisational change. Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Ben Kay: https://www.linkedin.com/in/benkay76/ Lou Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#27
September 2 · 1 hr 2 min
How great leaders navigate burnout and uncertainty
Can AI improve access to mental health support without replacing the human connection at the heart of therapy? In this episode of Leaders with Purpose, Lou Lai is joined by Ben Kay, Chief Experience Officer at the British Association for Counselling and Psychotherapy (BACP). Ben shares how his experience of burnout has shaped the way he leads and why vulnerability should be treated as a strength in the workplace. He also explores the ethical role AI could play in mental health support, from helping therapists with everyday tasks to supporting people when human help is unavailable. The conversation also looks at BACP’s transformation as it approaches its 50th anniversary, including how the organisation is improving its membership experience and preparing for a future defined by constant change. They also covered: 00:53 - Moving from the private sector into purpose-led work 02:14 - Supporting counsellors and psychotherapists across Britain 05:43 - Leading an organisation through major change 10:00 - Why change management must remain human 12:56 - Financial sustainability in purpose-led organisations 16:45 - Technology, AI and access to mental health support 19:18 - Can AI support therapy without replacing human connection? 22:47 - Building ethical technology for mental health 25:20 - Vulnerability, burnout and leadership 28:03 - Why leaders need to admit when they are not fine 30:00 - Finding purpose through personal experience 32:55 - The future of membership at BACP 37:13 - Rebuilding trust with 76,000 members 39:16 - Using continuous feedback to improve member experience 41:34 - Measuring how easy an organisation is to engage with 45:33 - Why every organisation is judged by its last best experience 47:49 - Building technology for an uncertain future 52:08 - Keeping human connection at the centre of change 54:14 - What happens when people do not support the vision? 59:39 - Advice for the next generation of leaders Subscribe to Leaders with Purpose for more conversations about leadership, organisational change, mental health and technology. Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Ben Kay: https://www.linkedin.com/in/benkay76/ Lou Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#26
August 19 · 8 min
How leaders build psychological safety at work
What makes someone feel safe enough to speak up, ask for help or challenge a leader at work? Psychological safety shapes whether people contribute their ideas, raise concerns and give honest feedback. Without it, important questions go unasked and problems can remain hidden. When people feel safe, teams can learn from each other and make better decisions and impact. In this mini episode of Leaders with Purpose, David Amos-Reeves, Head of Customer Experience and Engagement at Prostate Cancer UK, explores how leaders can build psychological safety through the everyday behaviours and interactions that shape workplace culture. Drawing on his own research into psychological safety and his experience leading teams, David explains how seemingly small reactions from leaders can have a lasting impact on whether people feel comfortable contributing. Other topics covered include: 00:00 - Belonging, inclusion and psychological safety 00:41 - Researching psychological safety in the workplace 01:40 - How leadership behaviour shapes psychological safety 02:10 - Why one negative response can stop someone speaking up 02:45 - Rewarding feedback, questions and asking for help 03:30 - Creating a culture where teams challenge their leaders 04:21 - Psychological safety within teams vs across organisations 05:26 - Psychological safety in boards and governance 06:42 - Why people worry about speaking up 07:30 - How curiosity and open-minded leadership create safety 08:00 - A powerful example of psychological safety in action Subscribe to Leaders with Purpose for conversations on leadership, workplace culture, psychological safety, employee engagement and creating organisations where people can thrive. Subscribe to Leaders with Purpose for more conversations about charity leadership, technology, customer experience and digital transformation. Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: David Amos-Reeves: https://www.linkedin.com/in/davidreeves87/ Prostate Cancer UK: https://prostatecanceruk.org/ Lou Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#25
August 5 · 1 hr 2 min
How AI is transforming customer experience in charities with Prostate Cancer UK
What does a truly customer-centred charity look like? Lou Lai is joined by David Amos-Reeves, Head of Customer Engagement and Experience at Prostate Cancer UK, to explore how charities can build stronger relationships with the people they support. They discuss moving away from traditional fundraising silos, using data to understand people more fully and applying AI in ways that improve experiences rather than create more distance. David also shares the research he carried out into psychological safety while working at the Woodland Trust. By comparing high and low-scoring teams, he found that leadership behaviour had a major impact on whether people felt safe enough to speak up, ask for help and challenge ideas. Other topics covered include: 00:00 Introducing David Amos-Reeves 01:17 From fundraising to customer experience 05:18 Customer engagement at Prostate Cancer UK 08:56 Designing around customer outcomes 11:18 Measuring loyalty and engagement 14:28 AI and charity customer experience 19:49 The hidden cost of automation 26:08 Building a voice of the customer programme 29:26 Moving from management into leadership 33:08 Team one versus team two 41:04 Rethinking feedback 46:44 Psychological safety in practice 54:26 Leading through change 58:54 Where charities should start Subscribe to Leaders with Purpose for more conversations about charity leadership, technology, customer experience and digital transformation. Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: David Amos-Reeves: https://www.linkedin.com/in/davidreeves87/ Prostate Cancer UK: https://prostatecanceruk.org/ Lou Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#24
July 22 · 8 min
How cultural organisations build loyal audiences
How can cultural organisations reach new audiences and turn first-time visitors into loyal supporters? In this mini episode of Leaders With Purpose, Josephine Chanter, Deputy Director of the Design Museum, shares how the museum is rethinking audience development and cultural engagement. Josephine explains why meeting people where they are is essential. By using familiar interests, nostalgia and popular culture as an entry point, cultural organisations can introduce audiences to new ideas and take them on a deeper journey. The Design Museum has already seen the impact of this approach, with its Tim Burton exhibition attracting 260,000 visitors and helping grow its membership to 10,000. She also explores the challenge of building loyalty in a world where people have more choice than ever. Topics covered include: 00:00 Building a new audience development strategy 00:33 Reaching younger and more diverse audiences 01:31 Using programming to create organisational change 02:15 Rethinking who is represented in cultural spaces 02:40 The “Happy Meal test” for reaching a mass audience 03:45 How the Tim Burton exhibition grew the Design Museum’s audience 04:01 Turning visitors into loyal supporters 05:00 Building meaningful audience relationships 05:29 Putting audience insight at the heart of an organisation 06:10 Returning from maternity leave into a new leadership role 06:47 Asking for support and overcoming self-doubt 07:19 Why three mentoring conversations proved transformational Subscribe to Leaders With Purpose for more conversations about leadership, organisational change and creating meaningful impact. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Josephine Chanter: https://www.linkedin.com/in/josephine-chanter/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ Manifesto: https://manifesto.co.uk/
#23
July 8 · 1 hr 1 min
How to build a loyal audience while the world keeps changing
How do cultural institutions lead change while staying creative, audience-focused, revenue-driven and true to their purpose? In this episode of Leaders with Purpose, Lou Lai, Chief Strategy and Transformation Officer at Manifesto, is joined by Josephine Chanter, Deputy Director of the Design Museum, to explore what it takes to lead transformation across one of the UK’s most recognised cultural institutions. Josephine shares her journey from political lobbying and communications into the culture sector, reflecting on two decades at the Design Museum and the lessons she has learned about leadership, audience engagement and loyalty, decision-making and change. She also discusses women in leadership, including what it means to be a present as a leader, how to create safe spaces for teams to challenge the status quo, and why cultural organisations need to meet audiences where they are while still inspiring them to think differently. Topics covered include: 00:00 Introduction to Josephine Chanter and the Design Museum 00:54 Josephine’s journey into the culture sector 04:43 Leading change at the Design Museum 12:42 Helping teams navigate transformation and ambiguity 17:09 Building an audience strategy for the future 21:51 Loyalty, relevance and meeting audiences where they are 24:38 Mentoring, support and women in leadership 32:34 Rethinking boardrooms and better governance 36:53 Creating autonomy, trust and safer decision-making 42:05 Challenging “we’ve always done it this way” 48:49 How technology, AI and Instagram are changing audience behaviour 55:20 Measuring impact and making better decisions 56:34 Advice for the next generation of cultural leaders 57:51 What’s next for Josephine and the Design Museum This conversation offers valuable insight into cultural leadership, audience strategy, digital transformation, governance, women in leadership and leading change with clarity and purpose. Subscribe for more conversations on charity leadership, cultural organisations, nonprofit strategy, digital transformation, governance and social impact. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Josephine Chanter: https://www.linkedin.com/in/josephine-chanter/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ Manifesto: https://manifesto.co.uk/
#22
June 17 · 9 min
How inclusive design can help charities create greater impact
How can charities evolve to meet today’s challenges while staying focused on inclusion, impact and good governance? In this mini episode of Leaders with Purpose, Jim Bowes, CEO of Designability explores the future of the charity sector, sharing insight on inclusive design, fundraising, trustee relationships, organisational storytelling and the importance of bold leadership. Jim also discusses why charities need to be more opportunistic, how critical friends and sounding boards can help test new ideas, and why telling powerful stories about impact is essential when income generation is increasingly difficult across the sector. This conversation offers valuable insight into how charities can adapt, communicate and lead more effectively. Subscribe for more conversations on charity leadership, nonprofit strategy, inclusive design, governance, fundraising and social impact. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Jim Bowes: https://www.linkedin.com/in/jimbowes/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#21
June 3 · 53 min
How Designability is creating inclusive products that remove barriers for disabled people
In this episode of Leaders With Purpose, Rebecca Hull and Lou Lai sit down with Jim Bowes, CEO of Designability Jim shares his journey from building a digital agency to leading a charity that designs inclusive products for disabled people. The conversation explores purpose-led leadership, moving into the charity sector, building trust as a new CEO and focusing limited resources where they can have the biggest impact. Jim also talks about the importance of inclusive design, why good design should work for more people and how Designability is helping remove barriers from everyday life through products, research and collaboration. Introduction to Jim Bowes and Designability 00:00 Jim’s journey from Manifesto founder to charity CEO 01:18 Finding purpose after leaving an agency 05:37Moving from agency life into charity leadership 08:09 Building credibility in an established organisation 09:51 Strategic discovery and focusing resources for impact 11:30 Balancing ambition, capacity and priorities 13:51 The complexity of leading in the charity sector 15:24 Building relationships through organisational change 16:32 Values, behaviours and culture 19:18 Co-design, collaboration and working in the open 22:31 Theory of change and systemic impact 24:07 Designability’s role in direct impact and wider influence 24:41 Partnerships and accessible transport 26:33 Building CEO networks and spotting opportunities 28:17 Inclusive design and real-world needs 30:01 Accessible vehicle design and cognitive overload 31:05 Why inclusive design is good design 33:27 Fundraising, storytelling and demonstrating impact 35:10 The CEO and trustee relationship 37:58 Governance, value-add and trustee roles 42:50 Future charity leaders and the skills boards should look for 45:04 Managing energy as a leader 48:07 What’s next for Jim Bowes and Designability 51:25 Subscribe for more conversations with leaders shaping purposeful organisations. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Jim Bowes: https://www.linkedin.com/in/jimbowes/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#20
May 20 · 9 min
How Tate uses data, digital insight & storytelling to drive strategy
Jude Comyn has spent the last nine years helping Tate better understand its audiences. Not just through data, but through insight that can actually shape decisions. In this mini episode, Jude talks about what it really takes to turn data into impact: finding the “golden nugget,” building simple frameworks, telling a clear story and making insight useful for people who do not have time to dig through dashboards or long reports. We also get into how Tate is bringing digital insight into the mix, from understanding exhibition conversion funnels to joining up audience research, analytics, marketing and product data. For any organisation trying to become more insight-led, Jude’s advice is refreshingly practical: “Keep it simple, focus on what is achievable with the resources you have and build from there.” Chapters: Tate’s audience-focused culture 00:00 Turning data into insight, strategy and frameworks 01:42 Finding the “golden nugget” for senior stakeholders 02:38 One-minute, five-minute and deep-dive insight storytelling 03:20 Building models and making insight explicit 04:15 Bringing digital insight into the wider audience picture 04:22 Joining the dots across analytics, research and digital data 05:00 Digital marketing, search, SEO and the end-to-end journey 05:42 Using conversion funnels to improve exhibition performance 06:24 Why insight needs to be embedded across the organisation 06:50 Advice for building a realistic data and insight strategy 07:40 Keeping it simple and building insight capability step by step 08:20 Subscribe for more conversations with leaders shaping purposeful organisations. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Judith Comyn: https://www.linkedin.com/in/judith-comyn-11630115/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#19
May 6 · 44 min
How Tate uses audience insight to lead with purpose and impact
What does it mean to lead with purpose inside a values-led organisation? In this episode of Leaders With Purpose, Manifesto’s Rebecca Hull and Lou Lai are joined by Judith Comyn, Head of Audience Insight at Tate, for a conversation about leveraging data, creativity, leadership and organisational values to drive meaningful change. Jude shares how her career moved from commercial market research into the not-for-profit and cultural sectors, and how the “silver threads” throughout her journey led her towards a career rooted in social mission. Together, they explore how Tate uses audience insight to better understand, connect with and serve the public and why data only delivers true value when it is successfully transformed into insight, strategy, and collective action. In this episode: Jude’s career journey into audience insight Moving towards more purpose-led work Career breaks, parenthood and the “soggy middle” Building audience insight capability at Tate Turning data into insight, strategy and action Digital insight, search and the audience journey Co-creation and the power of the “third space” Living organisational values day to day Advice for women navigating career, childcare and leadership The impact of AI on search and the cultural sector This episode covers Tate’s values of being bold, open, kind and rigorous, the importance of storytelling in data and the growing impact of AI on search and cultural organisations. Subscribe for more conversations with leaders shaping purposeful organisations. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Judith Comyn: https://www.linkedin.com/in/judith-comyn-11630115/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#18
April 15 · 14 min
Mergers, mission and the power of saying no
When everything is changing, what keeps you moving in the right direction? In this mini episode, Rachael Franklin, Chief Engagement Officer at Breast Cancer Now, sits down with Rebecca Hull and Lou Lai to share a candid look at her decade-long journey helping shape one of the UK’s leading charities, from navigating complex mergers to building a unified organisation with a clear mission. She reflects on the realities behind large-scale change, including the challenges no one fully anticipates and the leadership mindset needed to keep moving forward. From influencing without authority to making tough prioritisation decisions, this episode offers practical insight into modern leadership. Together, they cover: - Introduction to Rachael Franklin and her journey - Building strategy and influencing without authority - Reaching a turning point after years of change - The reality of mergers and why they take longer than expected - Navigating complexity and organisational change - Defining your North Star during times of change - Strategy, long-term thinking and leading through uncertainty - The challenge of prioritisation and what not to do - Scaling impact and the role of digital transformation Watch the full mini episode for a deeper dive into Rachael’s leadership journey and the future of Breast Cancer Now. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Rachael Franklin: https://www.linkedin.com/in/rachael-franklin-65aa4220/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#17
April 1 · 45 min
How AI is transforming the charity sector with Breast Cancer Now
In this powerful episode of Leaders with Purpose, we sit down with Rachael Franklin, Chief Engagement Officer at Breast Cancer Now, to explore what it really takes to lead through transformation, growth and uncertainty. From her early days in telemarketing fundraising to navigating complex charity mergers and shaping a bold new five-year strategy, Rachael shares honest, practical insights on leadership, innovation and impact. This conversation comes at an exciting moment for Breast Cancer Now, who have just launched a bold new brand identity with a powerful ambition that by 2050, everyone with breast cancer will live and live well. As their digital partner, we’ve been proud to support this journey building the digital foundations over the last few years to help scale their impact, connect more people to support, and bring this vision to life. Chapters: 00:00 - Introduction to the episode and Rachael Franklin 00:38 - Career journey: from telemarketing to leadership 05:00 - Building strong partnerships and agency relationships 06:17 - Personal connection to purpose and mission 10:00 - Lessons from early fundraising and audience insight 12:42 - Leadership journey and role at Breast Cancer Now 13:43 - Navigating mergers and organisational change 17:08 - The reality of integration and long-term transformation 20:22 - Strategy, prioritisation, and finding your North Star 25:00 - Digital transformation and scaling impact 28:51 - AI in the charity sector: opportunities and challenges 32:17 - Using AI to amplify human-led services 34:55 - New five-year strategy: “Change Happens Now” 37:26 - Key focus areas and future ambitions 41:12 - Innovation, experimentation, and embracing uncertainty 44:03 - Leadership advice: being okay without all the answers Whether you’re a leader in the charity sector, healthcare, digital transformation or purpose-driven business, this episode is packed with insights you can apply immediately. Connect with us: Rachael Franklin: https://www.linkedin.com/in/rachael-franklin-65aa4220/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#16
March 18 · 13 min
What modern leaders must do differently in today’s workplace
Leadership is changing fast. Today’s workplaces are more complex, more diverse and more digitally connected than ever before. Research shows that modern organisations increasingly rely on team autonomy, trust and collaborative leadership models to keep up with rapid change and faster decision-making. In this episode, Rebecca Hull and Lou Lai explore what leadership really looks like in today’s world of work with Afsana Lachaux. Afsana shares insights from a career spanning government, corporate and charity sectors, explaining why the best leaders stay curious, empower their teams and create environments where people feel confident to contribute ideas and challenge the status quo. They also discuss the challenges many women leaders still face in the workplace, the importance of diversity and representation in leadership and why creating psychologically safe teams is essential for innovation and progress. 00:00 - Why adaptability is essential for modern leaders 01:10 - Learning from different sectors and career experiences 01:45 - Building teams based on complementary skills 03:40 - Creating a culture of autonomy and trust 05:00 - Leadership, confidence and imposter syndrome 07:40 - Overcoming barriers as a woman of colour in leadership 09:10 - Reframing “difficult women” and challenging norms 10:30 - Feedback, learning and leadership growth 11:40 - The power of reverse mentoring 12:20 - Bridging generational gaps in the workplace If you enjoyed this episode, make sure to like, comment and subscribe for more conversations about leadership, culture and the future of work. And if this conversation sparked ideas for your own organisation, share it with a colleague who’s passionate about building better teams and better workplaces. Connect with us: Afsana Lachaux: https://www.linkedin.com/in/afsana-lachaux-029380237/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#15
March 4 · 1 hr
Being difficult on purpose: The leadership skill nobody talks about
What does it truly mean to be a troublemaker for good? In this raw and deeply honest episode of Leaders with Purpose, hosts Lou and Rebecca Hull sit down with Afsana Lachaux, Director of the Sweaty Betty Foundation, a trailblazing leader with 30 years of experience tackling systemic inequality across local government, central government, commercial and the charity sector. From setting up the UK's first race hate crime task force in Tower Hamlets, to shaping national labour market policy under Gordon Brown, to now empowering girls through movement. Afsana's story is one of conviction, courage and relentless purpose which makes her the perfect guest. What they cover: - Being called "troublemaker" - The UK's first race hate crime task force - Working under Gordon Brown & the ethnic pay penalty - From civil service to charity sector - The Listen to Her campaign - Authenticity, integrity & what Gen Z won't forgive - Why 1 million+ girls quit sport - Change happens in the Changing Room - You're never too old to learn - Overcoming imposter syndrome as a woman of colour - The power of reverse mentoring - The pursuit of excellence in the charity sector - How to have difficult conversations - Boards, trustees & youth voice in governance - Making tough decisions in the not-for-profit sector - Setting boundaries as a leader - The double load women carry in the workplace - Why movement is Afsana's secret weapon - Honouring the people who shaped us This episode is essential listening for charity leaders, purpose-driven professionals, women in leadership, and anyone working in social impact, education or the not-for-profit space. Follow the podcast and hit the bell to get notified whenever a new episode comes out. Connect with us: Afsana Lachaux: https://www.linkedin.com/in/afsana-lachaux-029380237/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#14
February 18 · 11 min
Why charity leaders need systems thinking for the future
How can charity leaders plan for the future when complexity is the norm? What does systems thinking look like in the charity sector? In this mini episode of Leaders with Purpose, Rebecca Hull and Lou Lai revisit key insights from their recent full-length conversation with Dr Claire Routley, Consultancy Director at Legacy Futures. Legacy giving is inherently long term. But sustainable legacy programmes don’t sit in isolation - they’re shaped by supporter journeys, organisational culture, generational change and the wider social and economic systems charities operate within. Timestamps: - What systems thinking means in practice - Moving beyond simple cause and effect in strategy - Why legacy fundraising can’t be added onto a weak supporter experience - Systems thinking as a leadership skill for the future - Why systems change is hard (and why charities are part of it) - Generational shifts, consumer trends and the future of legacy giving This is a mini episode extracted from the full episode with Dr Claire Routley. If you’d like to explore future thinking, legacy fundraising trends and long-term charity leadership in more depth, you can find the full episode on our channel! If you value conversations about charity leadership, systems change and future-focused fundraising strategy, subscribe and turn on notifications so you never miss an episode of Leaders with Purpose. Connect with us: Claire Rutley: https://www.linkedin.com/in/claire-routley-9a8b737/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#13
February 4 · 54 min
How systems thinking helps leaders make better decisions
How can charity leaders plan for the future when uncertainty is the norm? And what does systems thinking actually look like in practice? Rebecca Hull and Lou Lai are joined by Dr Claire Routley, Consultancy Director at Legacy Futures to explore systems thinking, futures thinking, legacy fundraising and the leadership skills charities will need in the years ahead. Claire shares her journey into legacy fundraising, why legacies are one of the fastest-growing income streams in the sector and how leaders can think long-term without pretending the future is predictable. Together, they cover: - Why certainty is no longer a leadership strategy - Claire Routley’s path into legacy fundraising - Why legacy giving is growing and why it matters - What systems thinking actually means in practice - Why legacy can’t be separated from the wider supporter journey - Futures thinking and planning for multiple possible outcomes - Emotional intelligence, presence, and modern leadership - Polymath leaders, curiosity, and leading alongside AI - Gen Z, hope, and the future of the charity sector - Leadership advice: holding space rather than having all the answers Enjoyed the episode? Subscribe so you don’t miss future conversations on leadership, charity and creating impact that lasts. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Connect with us: Claire Rutley: https://www.linkedin.com/in/claire-routley-9a8b737/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#12
January 21 · 11 min
How charities are using AI and what leaders need to know
AI is moving fast across the charity sector but are leadership teams and boards keeping pace? In this mini episode of Leaders With Purpose, Zoe Amar shares key insights from the latest Charity Digital Skills Report and her work with charity leaders and trustees across the UK. While many charities are making real progress with digital and AI adoption, Zoe highlights a growing gap between innovation on the ground and confidence at board and CEO level. This episode explores what the data is really telling us about AI readiness in charities, why leadership capability matters more than ever, and how boards can engage with AI without needing to become technical experts. You’ll hear about: • Why over three quarters of charities are now using AI and what that progress is built on • The leadership and governance skills gap holding some organisations back • How boards and leaders can approach AI as a strategic and organisational challenge, not a technical one • Creating a culture of curiosity, learning, and safe experimentation • Agility over fixed AI roadmaps in a fast-moving and uncertain landscape This is a snapshot of a much deeper conversation about leadership, vulnerability, governance, and responsible AI adoption in complex and sensitive contexts. Listen to the full episode of Leaders With Purpose for the complete conversation with Zoe Amar, where we go deeper into leadership culture, ethics, service design, and what it really takes to lead well in the age of AI. Subscribe for more conversations on purpose-driven leadership, technology, and the future of the charity sector, and hit the notification bell to get notified whenever a new episode comes out. Connect with us: Zoe Amar: https://www.linkedin.com/in/zoeamar/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#11
January 7 · 59 min
AI, leadership and purpose: What the charity sector needs next
Welcome to our first episode of 2026! In this special episode of Leaders with Purpose, our hosts are joined by Zoe Amar - AI and digital transformation expert in the charity sector, founder of Zoe Amar Digital, and co-chair of the Charity AI Task Force. Zoe shares her deeply human leadership journey, from early career pivots and moments of self-doubt to shaping how charities could approach AI, digital skills and responsible innovation today. Together, they explore what it really means to lead through uncertainty, especially when the pace of digital change feels relentless. This conversation goes far beyond technology. We talk about vulnerability in leadership, representation and belonging, and why curiosity, service design and ethical decision-making matter more than ever as AI reshapes organisations. You’ll hear: → Why AI adoption is a leadership challenge, not a technical one → How leaders can build confidence while sitting with uncertainty → The future of governance, rethinking trusteeship and the skills needed for a successful future → What the Charity Digital Skills Report reveals about readiness, risk and opportunity → The case for service design, user needs and inclusion at the heart of innovation → And much more! This episode is essential listening for charity leaders, trustees, policymakers and anyone grappling with how to lead responsibly in a rapidly changing and AI world. Listen now and join the conversation! If this episode resonates, don’t forget to like, subscribe, and share with someone who’s thinking deeply about leadership, purpose and the future of work. Connect with us: Zoe Amar: https://www.linkedin.com/in/zoeamar/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/
#10
Dec 17, 2025 · 9 min
Leaders with Purpose unwrapped: leadership tips and advice to take into 2026
If you’re looking to sharpen your leadership skills, we have a treat for you. We’ve collated a highlight reel of the best actionable advice from our recent Leader with Purpose guests (and some you haven't see yet, too) But we’re just getting started... We’ve got a massive lineup of speakers in the pipeline for the new year, including leaders from The Sweaty Betty Foundation, Legacy Futures, Tate and Designability. Connect with this episode's guests: Daniela Flores: https://www.linkedin.com/in/daniela-flores-mprca-a12869/ Dr David Hunt: https://www.linkedin.com/in/dr-david-hunt/ Louise Lane: https://www.linkedin.com/in/louise-lane-2765222a/ Martine Parnell: https://www.linkedin.com/in/martineparnell/ Claire Routley: https://www.linkedin.com/in/claire-routley-9a8b737/ Zoe Amar: https://www.linkedin.com/in/zoeamar/ Lou Lai: https://www.linkedin.com/in/louise-lai-3958962a/ Rebecca Hull: https://www.linkedin.com/in/rebecca-hull-75a78b39/ manifesto: https://manifesto.co.uk/

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