Purpose isn’t a slogan.
It’s what shapes clarity, leadership, and lasting success.
Mike Middleton is a Simon Sinek WHY-certified coach, having been part of the original beta group that helped shape the programme itself.
He has spent more than three decades in senior marketing leadership roles, including serving as Chief Marketing Officer in some of the world’s leading FMCG organisations, including Unilever, SABMiller, Cadbury/ Kraft Foods/ Mondelez International, Yum! Brands and most recently The Shoprite Group of Companies.
Across brands, categories, and markets, one truth became clear:
The businesses that endure aren’t chasing growth for its own sake.
They are built to be of service.
Over time, Mike saw too many strong organisations drift from that foundation. Purpose blurred. Direction faded. Teams lost clarity. Businesses that once led their categories began to flounder.
That gap — between what organisations were built to do and what they’ve become — is where this work begins.
Susan Krause has spent more than two decades shaping the way brands connect with people, building reputations, and creating PR campaigns that matter.
She founded Plato Communications in 2007, an award-winning boutique PR agency, where she led strategic communications work for global and local brands including Mondelēz (Cadbury), KFC, Pizza Hut, SABMiller, and Sun International.
Over time, one truth became clear: the brands that endure aren’t just selling products, they were building trust, showing purpose, and creating real connections with the people and communities around them. That insight shaped her belief that PR and communications aren’t just about campaigns or messages, it’s about bringing a brand’s purpose to life in everything it does.
Reputation, CSI initiatives, and thoughtful storytelling aren’t optional; they are core to building a brand’s long-term love.
Now, as Partner at Marty McFly, Susan works alongside Mike to help brands understand their audience, focus their strategy, and create programmes that make their purpose felt and experienced.
Purpose gives work direction.
It gives people energy.
And it gives organisations the resilience to endure change and uncertainty.
When companies remember why they exist — and when people are free to bring their own sense of purpose to the work they do — everything shifts.
We help organisations, brands, and people reconnect with that shared sense of meaning, so success becomes a consequence, not the goal.
Serve well.
And success follows.
We inspire businesses to be bravely compassionate and human,
so that kindness becomes the blueprint for tomorrow.