47 episodes

My name is John Higginson and I’m on a mission to revolutionise communications by focusing on the power of purpose. Each week I will interview a leading light in the communications world, getting insight into what it means to be in PR, why it is so important and - most importantly – why it is governed by purpose.

Join me each week on my new podcast. Listen anywhere you get your podcasts and don’t forget to give it a review.

Communicating Purpose with John Higginson Communicating Purpose with John Higginson

    • Business

My name is John Higginson and I’m on a mission to revolutionise communications by focusing on the power of purpose. Each week I will interview a leading light in the communications world, getting insight into what it means to be in PR, why it is so important and - most importantly – why it is governed by purpose.

Join me each week on my new podcast. Listen anywhere you get your podcasts and don’t forget to give it a review.

    Celia Richardson - Director of Communications & Marketing, National Trust

    Celia Richardson - Director of Communications & Marketing, National Trust

    It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Celia Richardson, Director of Communications and Marketing at the National Trust. 
    Celia has been named among the most influential 1% in the UK PR industry, and has received a multitude of awards for her seminal campaigns during her decade-long stretch in the mental health sector.
    For the past six years, Celia has been responsible for the National Trust’s marketing, policy, advocacy, and reputation.
    Celia found herself at the epicentre of controversy and ‘culture-war’ discourse, following the release of the National Trust’s report into its property’s links to slavery – which critics labelled ‘woke’ and an attempt to push a political agenda.
    In this episode, we discussed:
    📰The communications lessons learned from backlash to the National Trust's 2020 slavery report

    🔎 Why National Trusts operates under the philosophy 'show don't tell'

    🙌Celia's sagacious approach for responding to critics

    🌿How the National Trust is accomplishing its long-term mission

    🏔️ Celia's tips on achieving personal and professional growth

    I hope you enjoy.

    John Higginson,

    Founder & CEO, Higginson Strategy

    • 28 min
    Gauthier van Malderen - CEO, Perlego

    Gauthier van Malderen - CEO, Perlego

    It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Gauthier van Malderen, CEO of Perlego.
    Dubbed the "Spotify for textbooks", Perlego is a digital textbook provider, democratising access to educational resources for students around the world.

    Gauthier's journey began as a student, where he found himself spending hundreds every year on textbooks, and wondered why there wasn’t a more modern solution.

    With a mission to diversify the education sector and make textbooks accessible regardless of location or affluence, Gauthier has grown Perlego into the world's largest online textbook subscription service, boasting over $50,000,000 in funding to date.

    In this episode, we covered:

    🐣The 'chicken and egg' problem stunting start-ups

    📚 Why word-of-mouth remains the most powerful communications tool for business growth

    🧠 Perlego's mastermind SEO strategy

    I hope you enjoy.

    John Higginson,

    Founder & CEO, Higginson Strategy

    • 16 min
    Brian Spencer - Marketing Manager, Tap Social Movement

    Brian Spencer - Marketing Manager, Tap Social Movement

    It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Brian Spencer, Marketing Manager at Tap Social Movement.
    A prolific travel-writer with a passion for the craft beer scene, Brian pivoted his narrative-crafting skills to tell a different kind of story, after joining the Oxford-based brewery and social enterprise in 2022.
    With a mission to reduce crime and re-offending rates, Tap Social Movement has created more than 80,000 hours of paid employment for prisoners and ex-offenders since 2016.  

    In his position, Brian plays an instrumental role in breaking down negative perceptions of the most discriminated members of society.

    In this episode, we delved into:

    🚨The 'false economy' that exists for prison leavers

    🔊Tap Social Movement's 'fine line' approach to communication

    🍺 The essential ingredient for getting people through the doors of any business

    I hope you enjoy.

    John Higginson,

    Founder & CEO, Higginson Strategy

    • 14 min
    Matt Hutchinson - Communications Director, SpareRoom

    Matt Hutchinson - Communications Director, SpareRoom

    It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Matt Hutchinson, Communications Director at SpareRoom.
    Matt has served as the public face of SpareRoom since its inception, and has led the company through its meteoric rise - and occasional hiccups -  to becoming the biggest flatmate finding service in the world.

    As housing, particularly renting, becomes a defining issue of the 21st century, Matt has become increasingly involved in the wider issue of how people live, and has had a seminal influence as a result.

    For six years, Matt spearheaded SpareRoom’s formative Raise the Roof campaign, which directly influenced Government policy on the housing crisis.

    In this episode, we covered:

    💻SpareRoom's campaigning journey to legislative change 

    🏘️The UK government's shortfalls on housing policy 

    👥Why SpareRoom feels responsible to speak up for renters

    🚨How to respond when messaging goes wrong

    I hope you enjoy.

    John Higginson

    Founder & CEO, Higginson Strategy

    • 27 min
    Daisy Brickhill - Head of Communications, Oceana UK

    Daisy Brickhill - Head of Communications, Oceana UK

    It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Daisy Brickhill, Head of Communications at Oceana UK.
    Throughout her career, Daisy been at the forefront of communication strategies catalysing change to better our oceans.
    From advocating for transparency in the fishing industry and championing the conservation of blue carbon habitats, Daisy's scientific and communications efforts have been instrumental in driving forward marine protection initiatives and stimulating key policy change.

    In this episode, we discussed:

    🧑‍🔬 Why the communications sector needs more scientists 

    🌎 The most effective medium to communicate a campaign message

    🐠 How Oceana UK helps people resonate with out-of-sight marine issues

    🔬 The importance of scientifically backed stories at a time when there is a premium on truth

    I hope you enjoy.

    John Higginson,

    Founder & CEO, Higginson Strategy

    • 19 min
    Jayn Sterland - Managing Director, Weleda UK

    Jayn Sterland - Managing Director, Weleda UK

    It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Jayn Sterland, Managing Director at Weleda UK.
    For more than a decade, Jayn has ploughed her energy into driving the beauty industry towards social and environmental responsibility, through her work at Weleda UK and The British Beauty Council's Sustainable Beauty Coalition. 

    After rejecting an 'unsustainable' career in fashion, Jayn now flourishes as a sustainable business leader, public speaker, and columnist. Her illustrious career has seen her voted 'Number 1' in the Who's Who in Natural Beauty, no less than six times.

    In this episode, we discussed:

    🌿 Why brands should embrace the imperfect 

    🧠 The importance of having an experimental mindset

    🧴 The story of Weleda UK's plastic packaging U-turn

    💡 How Jayn finally found purpose in her career

    I hope you enjoy.

    John Higginson,

    Founder & CEO, Higginson Strategy

    • 26 min

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