Frances Fogel - Story Strategist

Your coaching and marketing “success” is proportional to the quality of the questions that you ask: The questions you ask your clients.  The questions you ask your market. The questions you ask to those you trust.  In this episode of the Better Bolder Braver podcast, host Frances Fogel and guest Rob Lawrence, a seasoned podcast producer and coach, explore the transformative power of asking powerful questions in coaching and marketing contexts alike. Frances introduces the concept of "coaching out loud" through marketing, emphasising the importance of listening and understanding audience and clients needs.  Rob shares his journey, highlighting how self-awareness and authentic interactions can enhance marketing efforts as a coach. They discuss how questions used in coaching  and in podcasting can be adapted for marketing to foster deeper connections and engagement with a community and audience. The episode underscores the value of community, trust, and genuine conversations in both marketing and coaching.

In March of this year, I gained a qualification in "Carbon Literacy for Marketing Professionals". Anne-Marie Soulsby, or Annie - The Sustainability Coach as she is well known - was my teacher. Annie describes herself as "your Personal Trainer for Environmental Impact". She helps individuals who are "eager to make sustainable choices and embrace a greener lifestyle", or who are suffering from "Eco-Anxiety". She also helps business leaders and teams with their journey to Net Zero, to meet their ESG targets with greater confidence, and to avoid Greenwashing... "seeking clarity amidst the complexity of sustainability and climate change [and feeling] challenged by a lack of time and resources to make impactful changes". This animated conversation will leave you feeling optimistic and even excited about embarking on your own Carbon Literacy journey. Annie was recently featured in The Guardian as an expert offering advice on how to have a plastic-free beach holiday. Read all about it here: From swimwear to toys: how to go plastic-free for a day at the beach And you can find out more about joining the 100,000 of us (woohoo!) who are Carbon Literate via the Carbon Literacy Project or by getting in touch with Annie directly: https://www.thesustainablelifecoach.com/ https://www.linkedin.com/in/sustainable-life-coach-climate-change/ Big thanks to Jon Alexander - who co-founded the New Citizenship Project and wrote the seminal book, Citizens - for introducing me to Heather Davies - Co-founder of Re-Action, a social enterprise promoting circular solutions in the outdoor sector, who introduced me to Annie and co-facilitated the "Carbon Literacy for Marketing Professionals ... and who has also been a guest on the podcast! Here's why you might like to become Carbon Literate as a Marketer, according to the Chartered Institute of Marketing: Marketers have a significant role to play in how businesses respond to the complex challenges of climate change. This course, accredited by The Carbon Literacy Trust, enables you to formally certify as a Carbon Literate citizen. It is the first step to becoming a sustainable marketer. The course is designed to help you explore the sustainability landscape and its effect on people the planet and profitability. It also looks at the critical role of organisations and the part marketers must play in responding to the sustainability challenge. This certified course covers everything marketers need to be aware of, including what carbon literacy is, the 17 UN Sustainable Development Goals, how to calculate carbon footprint, the Triple Bottom Line, the Circular Economy and marketing as a catalyst for change. This course is designed for marketers interested in sustainability and how it is likely to impact the future of marketing. The programme is delivered over 8 hours - 7 hours of virtual training plus video content and additional resources. Carbon Literacy Trust Certification is awarded following the successful completion of the course and submission of your action plan. The science of climate change, the effect of global warming and becoming carbon neutral Understand the sustainable landscape and marketing’s responsibility What is carbon literacy and how to calculate your (and your company’s) carbon footprint What are the 17 UN Sustainable Development Goals and how organisations can use SDGs to shape their strategies The role of business, the Triple Bottom Line, the Circular Economy and the supply chain Marketing as a catalyst for change, its purpose and the need for behavioural change The impact of marketing communications, The Green Claims Code and different sustainability models Work through a range of sustainability case studies and success stories and leave with your personal and professional sustainability impact plan Become a Carbon Literate citizen certified by the Carbon Literacy Trust

It's not that often that you have the honour of interviewing the director of a film that is probably going to change everyone's lives. The book certainly changed mine and, in fact, propelled me to launch my business. This is me talking to none other than David Allen, the director of the forthcoming film, Wilding. I know, right?? Based on Isabella Tree’s best-selling book by the same title, Wilding tells the story of a young couple that bets on nature for the future of their failing, four-hundred-year-old estate. The pair battle entrenched tradition as they rip down fences and set the land back to its natural state, entrusting its recovery to a motley mix of animals both tame and wild. It is the beginning of a grand experiment that will become one of the most significant rewilding projects in Europe. It's out in cinemas all over the UK & Ireland from June 14th. You can watch a preview here: ⁠https://www.wildingmovie.com/⁠

⛓ Not sure whether to start with your "Supply chain" or your "Value chain"? 🎯 Not up to date with "SBTi"s? 🔎 Overwhelmed by thinking about your "Corporate Sustainability Due Diligence"? 🌏 Want to be kept in the loop about "Net Zero 2050"? Look no further... I am working closely with ground-breaking platform and community, ⁠SUSTAINOVA⁠ - an unbiased Environmental, Social, and Governance (ESG) support platform that helps businesses internationally to do Sustainability and tell their ESG stories better. Sustainova's purpose is to guide you through the complexities of sustainable transformation. And in this podcast episode I talk to one of it's founders, ⁠Tomas Svoboda⁠. You'll learn all about what Tomas's motivations were for founding the business and about how you can take advantage of its extensive network of vetted experts, suppliers, and software providers. If you are the founder - or a custodian - of a business's ESG practices, CSR reporting or Marketing, do have a listen. You'll learn about a seamless transition to sustainability that is tailored to your industry, location, and unique challenges. I am proud to call myself one of ⁠Sustainova's "Experts" ⁠and to be able to work alongside the Sustainova Team and fellow Experts to help businesses not only DO ESG better but to communicate their good work to their people and communities.

After going "off-grid" himself for a year, Hove-boy - Guy Wimpory - came back to earth and brought with him an American school bus. He made a luxurious off-grid eco-oriented glamping-mobile out of it. And then he built a cabin, similarly. You will find both Skoolie Stays and The Vacationist in Sussex. He's won impressive accolades for his contribution to eco-tourism (most recently in The Times) and is now pioneering an advisory business for others trying to build glamping businesses without necessarily owning land themselves, thus democratising what some might see as an industry for the privileged. Guy and his equally adventurous and creative wife, Ruth, took their two boys out of school in the UK to travel 'round the States in their bus. And they picked up so much along the way - for themselves, their family and for the glamping community. Through building and running their luxury converted US School Bus and high-end design-led cabin in the Sussex countryside, they have learnt to design, convert and build some lovely boltholes for others and change their own lives in the process. Have a look-in on this comforting conversation if you'd like to hear more about what Ruth describes as the couple's "unique, hand-built,off-grid glamping ... that blends luxury, design, eco-tech and creative repurposing", and to hear about they can help you if you are either a landowner wanting to diversify your income or an aspiring glampion (my new word!)

Dan Sherrard-Smith is the Founder and CEO of Mother Tree, the world's first money carbon calculator. He is an international speaker who helped build the startup that achieved the best ever deal on Dragons' Den. In terms of YOUR investments, Dan is definitely worth paying your time and attention to... Mother Tree's mission is to make it effortless for us all to choose greener options in life. Dan and his team believe that if enough of us do this, we can collectively drive economies of scale, bringing down the costs to make green options the default, and ultimately create a healthier planet for all.    "As individuals," Dan says, "we were shocked when we took a close look at how our pension providers and banks were investing our money. Fortunately, we found that switching to align our investments to our personal values was much easier than we thought." And so they grew Mother Tree.   Listeners to this podcast - as I - cannot easily find the time to research the impact of our choices. But with Mother Tree's free money carbon calculator, it is quick and easy to become aware of the impact of your savings and investments and switch to greener providers.  If you are a Founder, Leader or Custodian of a hopeful and conscientious business in London and the Southeast - and indeed all over the world, and you have money somewhere, do have a listen.

There is nothing more exhilarating or awe inspiring than interviewing someone loved by so many (nearly 60,000 on Instagram to be precise). This was surreal, wonderful, magical, comforting, intimate and illuminating... a bit like standing on a mountaintop in some seriously fresh air. I have come to love Alastair Humphreys' work - particularly his books, Local and Microadventures - as it has helped me to be ok with not travelling overseas whilst being able to get a backpacker's fix. It has also supported me intellectually, logistically and emotionally - as a mother, an Enneagram 7, an entrepreneur and a climate change fighter... for Alastair pioneered the concept - and coined the term - "⁠microadventure⁠" which has since gained him a global following... In this conversation, I get to know one of my literary heroes and (somewhat too personally) press him about his own relationship with freedom. He is gracious - of course - offering us his listener a candid, light-hearted and meaningful response that is guaranteed to help you not to feel alone - even when you are - to get out there and do something, and to love where and when you are - now. Alastair is a "National Geographic Adventurer of the Year". He has cycled, walked and rowed around the world and now promotes simple and short trips close to home. He began his first expedition in August 2001 from his Yorkshire home. Passing south through Europe and Africa, he crossed to South America by sea from Cape Town and proceeded up the west coast of the Americas, crossed from Alaska to Magadan in Russia, Japan then westward across China and Central Asia to return to Europe. His journey included raising funds and awareness for a charity called Hope and Homes for Children. He arrived home in November 2005, having ridden over 46,000 miles (74,000 km) in four years and three months. In 2008, Alastair competed in the Marathon des Sables, a 150 miles (240 km) run across the Sahara desert. He broke his foot during the race but still completed the event. He narrowly missed being in the top-100 finishers. In February 2009, he rowed across the English Channel with Major Phil Packer to raise £1 million for Help for Heroes. And then, in Spring 2009, he walked across India, and walked and packrafted across Iceland in 2010. Since then he hasn't been less busy and his ⁠wonderful website and the wide range of books he has written about his experiences are the best place to go to find out all about it. What a man.

Your cultural appreciation of Sussex starts right here, with Stewart Drew (which of course means strong steward). He has made quite an impression on me and I am proud now to be on his map. Stewart and I share an uncanny amount of passions - from Art and Nature to Stories and Food (not least for kids with allergies). We could have talked for hours about All Of The Things. But here's ONE HOUR of me interviewing one of the most important people on the "south bank" of England. HAT 1: CEO of the De La Warr Pavilion Imagine identifying a bit of a run-down building as being more than just a bit impressive on an architectural level, and turning it into a world-class icon of culture. Stewart wasn't the first to see the De La Warr Pavilion's potential... Indeed on on hearing of its opening, George Bernard Shaw⁠ (story-father of 'Enry 'Iggins) - said, Delighted to hear that Bexhill has emerged from barbarism at last, but I shall not give it a clean bill of civilisation until all my plays are performed there once a year at least. Perhaps not quite as diplomatic and inclusive a view of the relatively small seaside town as Stewart might apply, but still - a significant blessing from a pretty important cultural icon. HAT 2: Board Member of Sussex Modern The Sussex landscape with its rolling South Downs, its ancient Wealden woodlands and its stunning coastline has constantly drawn artists and, more recently, winemakers to live and work here.  I first heard of Stewart, actually, when I picked up a brochure for Sussex Modern at Tillingham vineyard (along with several bottles of wine and some posh candles after our pizza). For years, along with his friend Nathaniel Hepburn, Chief Executive of Charleston (who was recently named a Member of the Order of the British Empire (MBE) for his contribution to the South East of England), Stewart has been designing Sussex Modern. It's a movement of Art, Wine, Landscape and places to Stay on and around the south coast. It's website helps you to explore, participate and enjoy the stories that the area has to offer to both locals and visitors. From the Attenborough Centre for the Creative Arts and Glyndebourne to Farleys House & Gallery, everyone's included on the cultural trail. You can immerse yourself in the Life of an Artist and "learn about the history of Sussex wine, meet the winemakers and find out how you can visit Sussex’s award-winning vineyards throughout the year." And my favourite bit of all, Modern Sussex is an aggregator for some fabulous hotels, vineyard stays, B&Bs, gastro camping, glamping and luxury self-catering - from the THE PIG-in the South Downs (yes please!) and the Tack Barn - a beautiful and sustainable one-bedroom waterside cottage tucked away in a woodland near Lewes kitted out with contemporary crafts and art by local makers and artists - to self-catering accommodation in Sussex. All sounds most lovely, right? Who need travel overseas... HAT 3: Chair, 1066 Country Marketing 1066 Country’s official website for tourism and travel information", which really gets into the Story of Things: "Set deep in history, where the Sussex Weald meets the sea, lie the ancient settlements and rich landscapes of 1066 Country. Open skies and broad horizons inspire the imagination." HATS 4 & 5 Stewart is also the Chair of East Sussex and Brighton & Hove Music Hub (Create Music) and a Member of 'Team East Sussex' for the South East Local Enterprise Partnership, which is "Working Together for a Faster, Smarter and More Sustainable Economic Recovery". We didn't even get onto these amazing stewardships. Next time...

If you are anything like me - a middle class wanker who used to go skiing but now cannot afford it, has kids (and a husband who has managed to get to his mid-forties without having ever set foot on the slopes) and also has an eco-conscience, then you'll be DELIGHTED to hear that skiing is - in fact - one of THE most environmentally friendly holidays one can take. If done mindfully. Listen to this post-production out-take episode with Heather and Gavin, co-founders of Re-action - to hear all about it, and other carbon footprint-aware holidays you can take. And do check out the resources the Heather has provided to compliment this episode: https://www.ecollectivecarbon.com/blog/future-of-holidays-carbon-perspective https://www.ecollectivecarbon.com/blog/the-lowest-carbon-holidays

Meet Heather Davies and Gavin Fernie-Jones, co-founders of Re-action. They are NOT married (listen to my cock-up right here!!) but nevertheless very much a united front here to help us move forward as Adventurers of the World. Gav, who also founded One Tree at a Time, is all about, "freedom from stuff, from brands, influencers, advertising, and freedom from a system that places a value on my individual consumption and the things I own above all else. Freedom from a system that plays on our insecurities and divides us into the ‘haves’ and ‘have nots’. A system that seeks to define our entire value as consumers. I’ve discovered that the less I consume the more I live, and I get more pleasure from a single day in the mountains over a lifetime of shopping.” Heather - who has a background in marketing - loved snowboarding and cooking, but when she bought a chalet company in the Alps, she had no idea what the future held for her. She now runs the Small Footprint Agency, which helps people communicate about Sustainability without Greenwashing, and co-runs Re-active. Heather says: “I try to spend as much time as possible outdoors so I know for a fact that we don’t need the amount of new clothing and equipment that is being produced every year to enable us to enjoy being in and part of nature. I see the effects of climate change all around me and am also saddened that the outdoors has become a space enjoyed almost uniquely by white middle and upper classes. We must break down the barriers and democratise access to the outdoors. Part of the puzzle is making affordable, repairable and long-lasting kit accessible to everyone. I’m certain that when people spend more time outdoors, hearing, smelling and observing it, they are driven to want to protect it.” Heather and Gavin built Re-action to make the Outdoors more accessible but also "to protest against the consumer story that tells us we need shiny new, highly technical kit to access the outdoors. We live in the outdoors and we know this isn’t true. We also know a lack of access to basic outdoor kit is a barrier to people getting outside and active for the benefit of their physical and mental health." These two are beacons of hope and knowledge, and are inspirational entrepreneurs. P.S. Listen to Part 2 to hear all about how skiing is, in fact, one of the GREENEST holidays you can take - music to the ears of a previous-life ski bunny!

Josh Allan Dykstra is a TEDx speaker, author, and CEO, who is "generally obsessed with creating a better future of work." He is one of the people I would like people to know about if they are in the business of helping people love work (more). Josh is on a mission to help people in the work place to understand how central work is to our lives. We spend a lot of our time at work and yet 70 and 80% internationally feel a bit "meh" about it. Work is at the centre of how we organise our days. And now, with the planet the way that it is, we could all do with feeling like our work can help - rather than hinder us - to feel that we have agency to make a positive change. I talk to Josh about how work can give us energy and a sense of purpose in the world. We address the concepts of Privilege and Climate Change and we also narrow the cultural gap between the United States and the UK, making this bigger work place that is Earth feel a lot more like a close-knit community, where we are all in it together. We talk about how to re-write the apocalyptic dystopian story that we are listening to into a more hopeful "Song of Significance" as Seth Godin calls it - an opportunity for creative and joyful collaboration. This podcast episode follows on beautifully from one I recorded with Lucy Vignola about Eco-Anxiety and how to empower your people to leave a long-lasting and meaningful legacy. Lucy, Josh and I are all in the business of helping Founders, Leaders, Custodians and Change-Makers help those in their employment to feel totally involved and really important in their workplace. Work doesn't need to - and indeed shouldn't - "suck", to use Josh's words. AND it can mean so much more than that. Listen to this to learn how to love your work, and to be able to use it to build great habits. You can shine and give back to the world THROUGH your work, and with the support of inspirational guides, new technology and a NEW WORK REVOLUTION. Josh has worked with Amazon, Microsoft, Apple, Sony, Chanel, UCLA and many other employers. So he's in a great position to give smaller organisations a sense of hope and also a chance to punch with and above the big boys and girls in terms of how they can play a role in creating big change in the world, one happy employee at a time.

This episode is the one to listen to if you are an intelligent and empathetic someone that might be feeling a bit of the old "Eco-Anxiety". Would you like to know what on Earth (literally) you could do to make things a bit better in the world? Are you stuck in the rat-race with seemingly little space and time to identify - and humour - your "Purpose" and a "Personal Happiness Project"? Perhaps you are a business Founder, Leader or Custodian who is in a position to empower your people and leave a long-lasting and meaningful legacy? The current climate - environmental, cultural and economic - is just not sustainable. And it's no-one's fault. Optimistically, I see great opportunity, creativity and joy on the horizon. And Lucy and I are waiting in the wings to support those who would like our help. My guest today brings her own personal story of recent loss and, despite/because of it, hope and an invitation to Wake up and Empower. Lucy Vignola is a Sustainability and Events Production specialist and also a certified Coach. She honours the recent loss of her father - a former custodian of a community pub in the UK - will a rallying cry for the power of Citizenship, Intention and Integration. In our conversation, we celebrate Jack Vignola's life and, along with a sprinkling of existential awakening, we invite you all NOT TO PANIC whilst at the same time taking stock of what we've got before it's too late. We do have (just) a bit of time. And there are many of us in the world who are ready and waiting to help, hold space and guide those that want to survive/thrive in the "Great Simplification" that is coming and themselves die feeling like they've done good in the world. Lucy and I are sure that we are coming to the end of the Personal-Work era that puts us as humans front and centre. Rather than starting with us - we propose that we might like to start with the soul-enhancing drives of Purpose for Planet, with the bi-product being self-growth. Heavy, no. Exciting?... Hell, yes!

When my friend Aranjay was young, he wanted to be super rich. Growing up in India, though, he was also acutely aware of the unfairness of it all. So he decided he was going to change the world instead. He got really good at Economics, sailed the choppy seas of corporate life, helping great people and organisations along the way - like the UN - and is now enjoying family life (in the UK) with a kiddie like mine who has allergies. He's written a couple of awesome books, and his latest one (just published) is Generation Hope: How Inclusive Economics Can Help Us All Thrive. Seth Godin (no less) says, "We’re in the middle of a seismic shift in our culture and the commerce that supports it (and vice versa). Arunjay’s thoughtful book is a roadmap for what’s next.” I know. AND... Derek Sivers (for real) says, "A beautifully powerful call, humbly told, to turn your attention to the greater good."  Aranjay's super modest, but if people like Seth and Derek say you should read his stuff, you probably should. Which is why I invited him on MY podcast. Enjoy. And stay hopeful...

"Sorrynotsorry" in advance about the Shed and Rubbish puns. Have a listen and then you'll understand. If fact, that's a good rule of thumb for life. I hope that - by listening to this podcast you are enjoying ME in understanding more and more the power of working with a great network of experts in the field of doing good for people and planet. Today's guest is market-leader and eco business impact super hero, Will Richardson. When he isn't sifting through skips for insulation or other people's bins for loo roll... or in his bat cave (shed) recording podcasts and inventing game changing climate tracker software, you'll find the Founder and CEO of Green Element saving the world - one climate-conscious organisation at a time... as he and his team have been doing with the likes of The Guardian, for example. So it was an honour and privilege that this proud B-Corp old-timer took time-out to banter with me about how to help SMEs and individuals find gold in both skips AND stories. This one is super important if you are a business wanting to punch with or above the big boys and girls...

Despite being beyond busy, and attracting the attention of The Times, the BBC, Hello! magazine and Metro, I am honoured that Vicky Saynor was able to find time to come on my podcast... Her's is a story about a woman who knows what she wants and needs. Gone are the days for Vicky where working round the clock for someone else, in an industry that is less than inspiring, is either a health option nor indeed anywhere near what she wants to dedicate her life to. Bethnal&Bec is where she is now - born of the joys of self-awareness, choice, determination and creativity - all alongside her partner in love and business, Chris. Theirs is an award-winning, adult-only, boutique cabin business in Hertfordshire that goes above and beyond in terms of luxury, design, localism and sustainability. This is a gripping account of a fresh-start family business, where dilapidated stables in a wild flower meadow in the countryside became a safe haven and place of respite - not just for its customers but for Vicky who - having survived Cancer - now provides a much needed and very inclusive escape for absolutely anyone that needs it, and with discounts for those working for the NHS or wider "care sector", and for those that have had a cancer diagnosis. Read all about their dedication to their local community, as well as the 30 families, including pets and children, for whom Vicky and Chris provided free accommodation, food and hot meals during Lockdown. My conversation with Vicky discloses how a NetZero business can make this happen without a huge team of employees, and without needing to be tied to your location 24/7. It's a must-listen for all founders and custodians of purposeful land in the UK, who have a story to tell and are trying to change things up in the eco tourism space, put their and their communities' needs first, and have fun along the way. P.S. You should definitely listen if you would like to know where best to put taps in showers...

How does this sound to you... A cabin designed for stargazing, with your own bathroom, bedroom, kitchen and dining area. A tote bag filled with lovely treats for you to kick-start a private writing retreat, including a prescription from The Poetry Pharmacy and OnlyCoco chocolate. A book gift, hand-picked according to your interest. 1-hour one-to-one with a writing coach for focused support and encouragement at the beginning of your retreat. A 30-minute massage to help you loosen up midweek for more writing. A guided woodland walk, cake breaks and an evening round the bonfire while you hear the stories of the women who inspired the cabins. You are not dreaming. This actually happens at Starcroft Farm Cabins⁠, the brain child of Hannah Stuart-Leach. She's the custodian of land in Sussex that comes with a wonderful history. Hannah is - by her own account - a History Geek. But I regard her as having done wonders with the goldmine of the story of her land. Not to mention what she balances in terms of being a mum... What Hannah has created, along with local craftspeople, using eco-friendly materials, a lot of creativity and a huge amount of empathy for what is needed in the world right now, is quite extra-ordinary. Creating this podcast just keeps on giving. I do hope you are enjoying it...

... and I really do mean BUILDINGS. Daniel is the Founder of Conveenie, a new online platform dedicated to helping people who need physical spaces to hold classes, community events, talks, get togethers and other lovely things with local businesses that have a physical space to rent out. Or as it says on the Conveenie website, "connecting communities in the local spaces that matter most". Daniel's got a seriously impressive background in Branding. But he's as modest as punch. And as authentic as they come. This is a touching conversation in which Daniel shares openly what motivated him to get into this work and create this groundbreaking platform. He's focussing on bringing together people, projects and spaces in South London for now, but what he is doing is a sign of the times more widely and an applaudable way to create community, cheerlead local stories and buildings and preserve REAL LIFE. https://www.conveenie.com/ https://www.linkedin.com/in/daniel-aarons-76849413/?originalSubdomain=uk

Mark Dodds is the convener for the People's Pub Partnership: A pragmatic plan for creating a national social enterprise "pubco" for a grass roots, people-powered Green New Deal. He is also an Fellow of the RSA - the royal society for the encouragement of arts, manufactures and commerce. "FRSA"s are committed to inspiring better ways of thinking, acting and delivering change. An integral part of the RSA is creating a better future and Fellows champion new ideas, drive social change, deliver practical solutions and support the RSA mission. In my emotional conversation with Mark, he shows us how we could put the world to rights by way of a community-driven utopia in which pub co-operatives combine sustainability, shared ownership and community engagement. And yet it's not an utopia. It's a real possibility. And Mark is a driving force that will make it happen... Let's reinvent pub culture in this country, empowering pub owners and disrupt the pub industry to accelerate some much needed positive change. Any creative, visionary and disruptive Private Equity friends should probably watch this one...

Fraser Southey is an experienced copywriter and creative advisor. As you will see, from his banging website, he specialises in two areas: - Sustainability and ESG reporting - Brand creation and expression Fraser first wrote about sustainability ( then called ‘Environment and Society’) in the mid-1990s, which makes him - in his own words - "a bit of a pioneer and also a ‘mature presence’."I've been around the block too and, after 20 years geeking out all about Corporate Responsibility and Ethical Marketing, like me, Fraser "believes in the power of well-written copy to change minds and provoke action."His current and recent clients include: bp, Associated British Foods (including Primark), NextEnergy Solar Fund, Cargill, Firmenich, Lloyds Banking Group, Marks & Spencer, Nestle, Premier League, Royal Marsden, Tesco, Vodafone, and Wellcome Trust. In this conversation, we pick apart the smoke and mirrors of Corporate Greenwashing through copywriting, storytelling and marketing more widely, and the risk we all run when trying to do good in the world...

There's a "problem-hit" part of Grimsby. But the BBC picked it out for THIS in particular. ... And there's a bit in Jon Alexander's brilliant book, Citizens, where Jon encourages us to clear dog sh*t off our own doorstep instead of waiting for someone to do it for us. If we all did that, imagine how our streets would look... The same Jon emailed me to say, "You HAVE to have Josie Moon on your podcast... Josie is half of the brains behind East Marsh United - which is the project behind the trees being planted in the BBC video clip referenced above - and continues to play a big part, along with many others, in being the energy and drive that keeps it going. But if you go to the "EMU" website, you won't find Josie's face for quite a while... keep scrolling... keep scrolling... Josie is an incredibly modest force of nature. She tells me all about the groundbreaking work that she and her partner have done in establishing a community group from the East Marsh of Grimsby, dedicated to transforming where they live for the better. Very experienced and visionary British charitable trusts and foundations such as Esmee Fairbairn and the Tudor Trust have seen how impressive EMU is, and what a beacon of hope it is for Citizenship all across the country, and are supporting it financially to keep going. This is an inspiring conversation in which Josie talks me through the five key things that EMU does: 1. celebrating homegrown talent 2. creating new opportunities 3. looking out for each other 4. making homes work for its community 5. giving local people a voice It is a fantastic example of how grassroots organisations can bring people together, inspire and foster change, and adapt a hopeful and proactive approach to business, local community and society more widely. Listen up for some radical, humbling and wonderful ideas to spice up how you and yours work together.