Paul shares his thoughts and experience on the power of narrative and the importance of upgrading our purpose to meet the poly-crisis and disruptive contemporary social conditions we face. Paul points out that purpose is not a fixed destination, but an emergent position that needs to be adapted to each context.  Repurposing leads to revitalising organisations and in a wide-ranging discussion Paul also reflects on the importance of collaborative advantage, drawing on his earlier book, and contrasts this to competitive advantage.  He also points to the need to widen our gaze to include the shadow, 'the wolf that lurks to pounce', as very often we are consumed with a more short-term and limited vision of what is going on.  Our discussion continues to look at the critical links between narrative and marketing, and we discuss psychotherapy's role in organisational awareness which is becoming ever more critical.   Bio Paul Skinner is the author of the award-winning book, The Purpose Upgrade: Change your Business to Save the World. Change the World to Save your Business, which Mike Berners-Lee, author of There Is No Planet B, described as, ‘...a necessary and enlightening call to action for businesses to re-think why they exist and the implications for everything they say, think and do'. Paul's previous book Collaborative Advantage: How Collaboration Beats Competition as a Strategy for Success was described by Ben Cohen and Jerry Greenfield, Co-founders of Ben and Jerry's ice cream, as, 'the perfect recipe for successful businesses that improve lives'. Through his consulting practice the Agency of the Future, Paul helps clients to drive purpose-led change and better mobilise stakeholders for lasting success. He also founded MarketingKind, a non-profit professional membership community bringing business leaders, marketers and change-makers together to address our most pressing problems as 'marketing briefs in disguise’.