Atif Sheikh and Darren Ashby are co-founders of Business Four Zero (a Heidrick & Struggles company) and authors of 'Every Team Actually Doing Business Better' We explore the sweet spot between Culture, Purpose and Strategy and how these are more than just buzz words but essential components for any business to align their people around something important  as a force for good in a chaotic world. Atif Sheikh is a family man, raised as the son of an entrepreneur who started with corner shops which led to the creation of the retail and wholesale empire known as 'BestWay'. Growing up he explored studying sociology and psychology which is perhaps a clue as to why he started Business Four Zero. One of Atif's greatest challenges was being asked to advise his father's business empire (which at the time was a multi billion pound organisation) and suggesting his father (Truth to Power) step down as CEO and become the Chairman. Darren Ashby describes himself as 'not a business man.' He was always interested in how and why people came together to drive change and thought he would be an academic, however his career moved into consulting when he met Atif and they immediately bonded around their passion for businesses to drive transformational change through people. Business Four Zero was created to help big businesses to become a force for good and challenge mainstream consulting models in helping these businesses understand their resources, their influence and their obligation to positively impact people lives beyond their products and services. As Darren explains, his excitement is helping business find the sweet spot in "societal, environmental impact and commercial growth, as we can't have businesses failing, we are reliant on them for what they create.....otherwise our whole social infrastructure crumbles." Their book and day to day focus is helping leadership teams truly understand how to deliver a great product or service but also actually make things better. People want their work to matter and they want to make themselves and their families financially secure, yet with a stark appreciation that not all are equal in both opportunity and outcome. The integration of Purpose (your impact on the world, how you are unique), Strategy (the plan for doing it) and Culture (how we need to behave) are essential. For many businesses these components are isolated, complex and detached. Atif and Darren strive to help those organisations create their 'Blueprint' and not simply try and tell or sell their plans through a comms cascade. This is a high energy, authentic, progressive, thoughtful and highly entertaining episode that will challenge your thinking and consider questions such as........ What is the role of the role model? What conversations do you need to have within your business? What is collective leadership? What is Purpose? How is your plan supporting your Purpose? What culture do you need for success? What is the true power of brining people together? The power of the Agora? What is emotional commitment? Leaders lead businesses and it's what businesses do in the world that really matters.  Actually Doing Business Better is available from Amazon: www.businessfourzero.comWatch & Subscribe: ? https://www.youtube.com/@theleadersenigma/videosListen & Subscribe: ?️ https://open.spotify.com/show/5NSnRyHzPmyY5OWhGzKU5P