The Purpose Pinwheel Podcast
Turning purpose into your strategic differentiator.
Real conversations with small business founders, attracted talent and community leaders on their purpose journeys making a difference through their work. Six spokes. One Centre.
Our guests have made real decisions in business because of what they believe in – decisions that weren't always the easiest or cheapest option – but one that communicates and furthers their purpose. Purpose is much more than just words on a website or report, it's lived and felt, and ripples out as part of something much bigger. It nourishes at every level and aspect. It informs, directs, cares and protects. It creates lasting change. Leading with purpose regenerates meaningful worth and benefits; commercially and collectively for people and planet.
Episode formats
Purpose journey
A guest shares their story, personal insights, challenges and rewards.
Deep Dive
A longer conversation where Becks and Erica explore the role and impact of purpose and how it shapes an empowering, regenerative model for businesses: The Purpose Pinwheel.
Every week, we explore a business like yours.
Real people. Real insights. Practical, down to earth conversations about what happens when purpose stops being a nice idea and starts transforming the way brands do business.
Real brands, honestly explored
No polished case studies. We explore real SME's, community groups and attracted talent – what's working and what they'd do differently.
A practical framework
Explore The Purpose Pinwheel with us. Gain insights and areas to focus on – every episode you'll uncover unique perspectives.
Purpose as a commercial asset
Every conversation comes back to: how does this make your business stronger?
Two lenses, not one
Strategy meets story. Commercial meets conscious. Two hosts who see business differently.
Your hosts
The Brand Naturalist
Becks Neale
Designer & Brand Consultant · MCIM
On a mission to inspire agents of change for nature and wellbeing. Becks helps purpose-led founders craft brands fully aligned with their values. Carbon literate. ASP member. Good Business Charter accredited.
Brand Strategy · Sustainability · Alignment · Cotswolds
The Marketing Detective
Erica Mackay
Founder, The Marketing Detective Agency · MCIM
25+ years diagnosing why good businesses stay invisible. Former Head of Marketing EMEA at AIG. Author of Giraffes Don't Eat Steak. Specialist in purpose-led positioning and strategy for SMEs.
Marketing Strategy · B2B Growth · Diagnostics · Oxford
Find out where your purpose stands
Take the free 3-minute diagnostic — and start the conversation.
The six spokes
Purpose sits at the centre of the wheel, driving every spoke. Restoration is where it all leads — a business that gives back more than it takes.
Frequently asked questions
- What is The Purpose Pinwheel Podcast?
- It's a podcast about purpose journeys; the impact of purpose in business and community from beginning stages, development through to deep rooted implementation.
- Who hosts the podcast?
- Becks Neale, a designer and brand consultant, and Erica Mackay of The Marketing Detective Agency. They host together, and both take part in every conversation.
- How long is each episode?
- Purpose Journey episodes run around 30 to 40 minutes. Deep Dive episodes, where Becks and Erica explore a theme or spoke of the purpose pinwheel, run longer – usually 45 to 60 minutes.
- How do I apply to be a guest?
- Fill in the application form on the ‘apply page’. If it's a fit, we'll email you an invitation with a link to book a recording slot. Recordings happen on Wednesday afternoons over Zoom.
- Is this podcast for B Corps?
- B Corps are welcome, but certification isn't a requirement. The show is for any small business making purpose-led decisions — certified, mid-certification, or deliberately not certifying at all.
- What are the six spokes of the Purpose Pinwheel?
- People, Planet, Processes, Policies, Profit and Performance. Purpose sits at the centre of the wheel and drives every spoke; restoration and regeneration is what the whole model turns towards.
Be a guest
No script. No polish required. If you run a purpose-led business and you're willing to talk honestly about what's working and what isn't, we'd love to hear from you.
Apply to be a guest