In today's episode, I'm delighted to introduce Myriam Sidibe. Myriam is one of the world's leading experts of brands that drive health outcomes through mass behavioural change. During her 15-year career at Unilever Myriam spearheaded a movement - To change the hand washing behaviour of one billion people globally, which she achieved in 2019.  Myriam passionately believes that more of the private sector should consider mission-led marketing, especially during the pandemic, when many people are looking to business for real leadership. Incredibly, she also conceived and helped establish the multi award-winning UN recognised Global Hand Washing Day which is now celebrated annually in over 100 countries. Her 2014 Ted talk, ‘The Simple Power of Hand Washing’ has been viewed more than one million times.  Originally from Mali, Myriam lives in Kenya and is currently on sabbatical from Unilever to Harvard Kennedy School where she is the Senior Fellow at the Mossavar Rahmani Centre. Myriam is a Board Member of WaterAid and the Kilimanjaro Blind Trust, was a Commissioner for the Lancet on the Future of Health in Africa and an Honorary Assistant Professor at the London School of Hygiene and Tropical Medicine. She is the author of Harvard Business Review – ‘Marketing Meets Mission’ as well as the book ‘Brand on a Mission – How to Achieve Social Impact and Business Growth through Purpose’. Myriam was unsurprisingly recently honoured as one of the 100 most influential Africans of 2021. Key points we discuss: The importance of purpose and vision and being a brand on a mission How Myriam went from being hired as a partnership manager to achieving her vision of reaching one billion people to wash their hands - changing behaviour positively for good How finding the right business model can be critical to scaling your business How purpose can be profitable and the importance and need for having a real purpose Why marketing is the most important function of a company What it takes to drive business growth and create real change in the world Key Takeaway “Profit can be purposeful, and purpose needs to be profitable.” Contact Myriam Website: https://myriamsidibe.com/ LinkedIn: https://www.linkedin.com/in/myriam-sidib%C3%A9-she-her-2516254/?originalSubdomain=ke Facebook: https://www.facebook.com/myriamonamission/ Twitter: https://twitter.com/Myriam_Sidibe The Purpose Tree The Baobab tree with its five deep roots brings the purpose to life with benefits to the business, society and the environment. It is based on five key principles including behaviour change, partnerships, brand advocacy, measurement and winning corporate support. To find out more, about The Purpose Tree, read the Harvard Business Review Article in Useful Resources. Useful Resources Harvard Business Review: Marketing Meets Mission https://hbr.org/2020/05/marketing-meets-mission Buy the book ‘Brand on a Mission – How to Achieve Social Impact and Business Growth through Purpose’. Amazon.com: https://amzn.to/3f71UMk Amazon.co.uk:  https://amzn.to/332DJvV Routledge Taylor & Francis https://bit.ly/3teYi36 About the Host    Director and Founder of Simple Scaling, Brendan brings 25 years’ experience of scaling businesses. Previously, Brendan spent 16 years as a global business leader with CDE, 12 of those as Group MD, steering the company through the global financial crisis to considerable strategic growth success with offices now in 6 continents employing almost 700 people across the world (from 15) and 25X revenue growth.    https://www.linkedin.com/in/brendan-mcgurgan-11854a13/ https://simplescaling.com/meet-the-team    

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