Articles

Insights on Purpose-led leadership.

"Grief cracks you open. But sometimes, what spills out is love, clarity, and a deeper sense of purpose."

"Grief cracks you open. But sometimes, what spills out is love, clarity, and a deeper sense of purpose."

Over the past week, I’ve been sitting with the immense grief of losing my mum. Her passing has been one of those rare, life-altering thresholds—a moment that disrupts the everyday, and invites you to reflect on what really matters.

Jennie McLaughlin · July 2025
Doing the inner work to Transcend as a Leader

Doing the inner work to Transcend as a Leader

This week, I immersed myself in my third Transcend.Space retreat, alongside 28 extraordinary individuals in the magnificent Norwich countryside.

Jennie McLaughlin · Nov 2024
The Transformative Power of a Retreat

The Transformative Power of a Retreat

Many of us are fortunate enough to enjoy offsites, planning sessions and other “out-of-band” events with our colleagues from time to time. They provide an opportunity to reflect on how your team is working together, contemplate the future and sometimes to get to know your colleagues on a deeper leve

Jennie McLaughlin · May 2023
Social Entrepreneurship - An idea whose time has come.

Social Entrepreneurship - An idea whose time has come.

The Schwab Foundation defines social entrepreneurs as “founders of non-profit, hybrid or for-profit organisations who innovatively address a social or environmental problem, with a focus on low-income, marginalised or vulnerable populations.” In a world where social issues are exploding, where gover

Jennie McLaughlin · Sept 2021
How COVID-19 is defining business purpose

How COVID-19 is defining business purpose

Last Friday, EY convened a webcast with leaders of key Purpose-led organisations including: Alan Jope, CEO Unilever Plc Nigel Higgins, Group Chairman, Barclays Bank Plc Bernard Looney, CEO BP Plc Michael Dell, Chairman and CEO Dell Technologies Carmine Di Siblio, Chairman and CEO EY Over 10,000 peop

Jennie McLaughlin · Apr 2020
How are Purpose-led Leaders rising to the challenge of COVID-19?

How are Purpose-led Leaders rising to the challenge of COVID-19?

The words unprecedented and surreal are probably the two most used words I hear when speaking with leaders who are doing their utmost to navigate COVID-19 and keep their own organisation intact. There is no doubt, we are living through the greatest crisis of our generation.

Jennie McLaughlin · Mar 2020
How do we move from problem mode to solution mode on climate change?

How do we move from problem mode to solution mode on climate change?

Looking out of the window from our Melbourne office today with visibility reduced to less than a kilometre and air quality at hazardous levels due to the terrible bushfires, it is hard not to feel this is the wake-up call Australians needed. The tragic event that shakes us out of discussing we have

Jennie McLaughlin · Jan 2020
Is a benefit company the Purpose-driven company of the Future?

Is a benefit company the Purpose-driven company of the Future?

Compared to a couple of years ago, most would agree that the Purpose movement has been gathering steam. To this point, the Australian Financial Review awarded 'Purpose' the Business Buzzword for 2018.

Jennie McLaughlin · Aug 2019
The power of purpose in action

The power of purpose in action

In the last of my series of four purpose blogs, I felt it was important to reflect on the week that has been. EY has been holding our #EY #FutureRealised at Cockatoo Island in Sydney.

Jennie McLaughlin · Nov 2018
Do employees care about purpose? And does this translate into monetary value?

Do employees care about purpose? And does this translate into monetary value?

Earlier this year I was approached to pitch for a $300k-400k piece of work to design a customer-led strategy for an organisation whose values didn’t align with my beliefs and EY’s purpose "Building a better working world". What they were asking for wasn’t illegal or improper.

Jennie McLaughlin · Nov 2018
Is ‘purpose’ just strategy with a different name?

Is ‘purpose’ just strategy with a different name?

Sceptics will argue that purpose-led organisations are a myth – that purpose is just strategy with another name. But as some of the world’s top business people are coming to understand, strategy and purpose are not the same.

Jennie McLaughlin · Nov 2018
Busting the myth: purpose-led companies are not charities

Busting the myth: purpose-led companies are not charities

We’ve been inundated in the past few months by business leaders seeking ‘purpose-led’ strategies as an antidote for controversial Australian stock exchange new governance principles which require Board Directors to add “defining the entity’s purpose” to their long list of duties. The updated princip

Jennie McLaughlin · Nov 2018
Purpose over Politics.

Purpose over Politics.

Like America (and many other countries around the world) we have a problem. The destructive political forces on all sides are bombarding the Australian people and perpetrating a “us versus them” massive cultural divide.

Jennie McLaughlin · Sept 2018
Gender diversity progress: the data is here – no more excuses!

Gender diversity progress: the data is here – no more excuses!

As I shared in my previous post, we now have a simple, leading indicator for gender diversity – correlated to business profitability. It’s called the Gender Diversity Score (GDS).

Jennie McLaughlin · Mar 2018
What can we learn from the Customer Experience revolution to help achieve Gender Diversity?

What can we learn from the Customer Experience revolution to help achieve Gender Diversity?

Does the name Fred Reichheld sound familiar? For many of you perhaps not. In 2003 Reichheld penned a somewhat controversial article in the Harvard Business Review (One number you need to grow) that went on to fundamentally change the way organisations assessed and measured customer loyalty by introd

Jennie McLaughlin · Nov 2017
Going from Base Camp to Everest with Customer Experience

Going from Base Camp to Everest with Customer Experience

In my previous article, we looked at where base expectations are for customer experience and how reliability, value, relevancy and trustability are the table steaks for customer experience today. Remembering that these four factors need to be critically judged from the customer perspective (outside-

Jennie McLaughlin · Aug 2017
Where is base camp for customer experience today?

Where is base camp for customer experience today?

Those of you who are involved in designing and delivering customer experience would probably be familiar with the name - Don Peppers. Don co-authored his first book with Martha Rogers in 1993 entitled “The One to One Future” which proposed a revolutionary idea about the business implications of one-

Jennie McLaughlin · Aug 2017
The secret weapon in delivering great customer experience

The secret weapon in delivering great customer experience

I have just come back from a glorious two week break in Bali with my family feeling energised and refreshed. In my profession, assessing customer experience across everything I touch and feel is just part of my DNA, so after spending two weeks experiencing flights, airports, resorts, restaurants, el

Jennie McLaughlin · July 2017
My Empowered Customer Epiphany

My Empowered Customer Epiphany

Last week I had an experience that I wanted to share with you. I feel it illustrates the concept of the empowered customer at its best (and most scary if you are on the brand side).

Jennie McLaughlin · Apr 2017
Customer Experience Professionals in Australia have a new wingman

Customer Experience Professionals in Australia have a new wingman

Last week was a milestone week for Customer Experience (CX) professionals in Australia, as US based Customer Experience Professional Association (CXPA) launched into the country with a session kicked off by their CEO Diane Magers, hosted at EY’s Sydney office. The CXPA is a global non-profit organis

Jennie McLaughlin · Apr 2017