Inspiring employees to become brand advocates


“I look for the ones that are passionate about creating positive change; because you can always develop a set of skills, but you can’t teach character. I’ve found that going on this journey helps bring out the best in people, it gives them fulfilment and benefits beyond the financial profit. Which is exactly what intrinsic motivation is all about. It’s a win-win and it’s how we choose to do business. It’s the beginning of building a Conscious Brand.” – Luke reflects on our recent Purpose-driven Community Talk; this month we unpacked the topic, ‘Inspiring employees to become brand advocates’.

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Embrace the abrasion

Do you want any easy, cruisey, expected, common life? Then surround yourself with people that agree with you. Or if you’re looking to achieve something remarkable – in life, business or in a relationship – then challenge yourself. Embrace the abrasion.

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Love and respect

On many occasions over the years, either in my head or, on the odd occasion, out loud I would say something along the lines of “You need to respect me more”. But unfortunately, in much the same way that a genie can’t make someone fall in love with you, you also cannot demand respect.

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Leadership, Culture & Meaningful Business with Luke Burrell

I love the story about the Wright brothers, they had nothing but a belief that they could do it. It’s similar to how we started Mezzanine.

Cutting through clutter

When you’ve got a clear purpose and meaning and you know who you’re talking to, I don’t think clutter and noise is a consideration. As soon as you start thinking noise and clutter, the human instinct is just to turn up the volume, pump up the frequency and all you’re doing is shouting at people. If you wanna create true followers and really connect with people, you have to think about it in the same way that you connect with your friends. You don’t go around yelling at your friends, you connect with them, you’re compassionate and considerate, and all those good things. You empathise with them and I think as brands we need to think of our potential customers and customers as friends.  


To the despair of my team when they start I don’t give them any rules, I don’t tell them how things should be done. It’s difficult for them but I hope that it brings something new. Amazing things come out of it!

I’ve learnt that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Maya Angelou

Sell nuts to squirrels. Don’t try to convince dolphins that nuts are delicious.

Seth Godin