James Perry

speaker

571 appearances 1 recordings 1 series first heard Jul 2026 last heard 27 Jul

James Perry’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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James Reed: all about business · 89. The business decision you'll thank yourself for in 5 years | James Perry · 27 Jul 2026 podcast

So why wouldn't we give them a hand up?

So the raw talents are a value driver in our business.

They enrich us.

And they've made us a much better place.

I think there's a few things.

I think being clear about that purpose and to the extent you can, expressing it in writing, in your strategy.

How does your strategy relate to that purpose?

Cook's strategy revolves around our purpose.

Our purpose is at the very heart of our strategy.

So I think that the first thing is the centrality of purpose and the expression of it.

I think the second thing is then writing it into your foundational documents.

So things like articles are not exactly the first thing an entrepreneur jumps out of bed to get excited about.

They're legal documents, but actually embedding your purpose in your legal documents is important because it's a statement of intent.

And it means that when you come to talk to investors or talk to other parties, you've got something to grab hold of rather than it's just otherwise it can become quite kind of airy.

And the third thing, I think, is making sure that whoever owns the business is aligned.

Because these things tend to go wrong when people who don't share that purpose become owners of it.

And then that can lead to difficult conversations.

I don't think business is set out to solve societal problems.

I think business is set out to make money.

And I don't think those two are the same things.

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