11th & 13th May, 10:30-12:00

Getting your business purpose and positioning right is essential to survival and growth. At one end of the spectrum, this can mean big transformational change; interrogating what you want to become next and leaping ahead of the competition.

At the other end, it's adapting to a shifting landscape and keeping the lights on. In 2021, it can mean all that simultaneously. The impact of the last year has created a totally unique time in terms of mass market transformation. There's now an almost mandatory responsibility for all businesses to look at quite a fundamental resetting of business, brand and culture, bringing with it both enormous opportunities and challenges. In this two-part workshop, we'll be deconstructing the role of purpose and positioning and clearing the way for you to re-define, re-set and solidify your positioning and harness an authentic purpose for you and your team.

This workshop covers

  • The creative, cultural, community and commercial reasons why purpose matters now more than ever

    And the things that make and break a purpose-led approach to growth.

  • What it takes to successfully position your agency for future success

    And why it’s more important than ever in a post-Covid era.

  • The common perils and pitfalls when it comes to defining your purpose and getting your positioning right

    And how to side-step them.

  • A framework for discovering the purpose that will matter most for your business, people and clients

    And how to get everyone on board.

  • The sacrifices that all great positioning demands and deserves

    And how to relish making them.

  • A 10-point plan for harnessing your positioning to create maximum value for your business and your clients

    And staying true to the course.

You will gain

  • A clear path to discovering your purpose and living it across every facet of your business.

  • An insight into the most common ‘must-do’ and ‘must avoid’ positioning actions.

  • Practical tips, tools and techniques for defining the most relevant, credible and valuable positioning for your business.

  • The confidence and know-how to become a truly purpose-driven agency.

Meet your trainer

Ralph Ardill

Ralph is an internationally recognised independent expert on brand transformation, culture change and experience design. He is also a respected writer and speaker with over 30 years experience in the creative industries on both client and agency side. Today Ralph’s passion is for harnessing everything he’s learned from what he calls his “30-year apprenticeship” to work with ambitious corporate clients and design businesses who are looking to beat the 70% odds against successful change to transform their brands, businesses and people. In doing so Ralph works as a board-level instigator for change bringing his highly pragmatic and personal fusion of management consulting, brand strategy, experience design and change management to help his clients orchestrate and deliver accelerated brand-led, people-centred and design-inspired transformation and growth across the total experience – inside and out - of their businesses.

Pricing options

DBA members receive a discount off the standard price. To talk to us about joining the DBA, email membership@dba.org.uk

Previous feedback for Ralph

A very informative and thought provoking presentation that has left me inspired and keen to implement in my business.

Simon de Kretser, Partner, FdK Design Consultant

Extremely insightful and very well structured; you walk away with a clear methodology.