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Can beer change the world? It already has. Beer was one of the principle reasons humanity changed from being hunter gatherers to settlers. Getting enough food to eat was always a challenge. Hunting was hard work and foraging would only bring in so much. One day someone drank the water where grains had fermented. It fed them and it felt good. People realised that they could live more easily within reach of this foodstuff and eventually learned how to repeat the process, changing the shape of society.

So, what has this got to do with Purpose?

We were approached by one of the largest brewers and distributors of beer in the world. They produce over 200 million bottles of beer every day which is more than the populations of Brazil and Russia combined. This equates to 6 planet’s worth of beer every year. How they treat the land, their workers, local communities, how they create packaging, print for their labels, sell to distributors and what they put into their products and therefore into their consumers, affects billions of people every day.

They wanted to help their people ‘do the right thing’… make decisions which benefit their people, consumers, their reputation and the planet as a whole and think further than process. In essence they asked us to create an ethics program which could be shared and adopted by over 70,000 in virtually every country in the world.

Purpose is the matriarch of invention.

We had to completely rewrite the book. Working globally meant that the program had to be delivered through media. Creating a change in mindset means involving and engaging people not just ‘telling them stuff’. Working with people ranging from the most technologically enabled to people without broadband meant that the program had to work on paper (pdf’s) as effectively as online. We had to use graphics to get around language barriers and interactive story to trigger conversations.

We ended up creating interactive scenarios through a comic book/info graphic interface which team leaders could use as a basis for discussion and ideas generation with their teams. We created a ‘mindset funnel’ to move peoples thinking into the ethical zone and we developed a gamified learning environment where people’s suggestions would come back to them in follow-up scenarios. Essentially this meant creating an interactive soap opera on paper incorporating the suggestions and ideas of 70,000 people in real time.

This approach is now being adopted by other global operators and is proving to be a step change in mass communication and digital engagement.

Purpose is the matriarch of invention.

Richard JACOBS is the C.E.O of YES, a leading Culture Change Consultancy specialised in mindset and behavioural change that designs and implements large scale transformation programs. Richard has been designing training, change programmes and media for 25 years. He has personally trained over 300,000 people, has won numerous awards and is a pioneer in his field integrating interactive theatre, improvisation, graphic novel storytelling and dynamic exercises into his programmes. He is a sought after speaker and the author of the groundbreaking books: "What's your Purpose?" , “The 7 Questions to find your Purpose” and the forthcoming "Rides of Passage".


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