Strategy meets Purpose

Consumers and employees can see beyond the marketing facade of businesses. Large corporations especially are put under the spotlight on what they can offer to the people. 

It’s important for business owners to pair their purpose with impact or changes that they want to see in the community and the environment. 

Whether you are a solopreneur or a large organization, you need to understand that companies are seen as an integral part of the society. Once the government fails to address environmental and social concerns, business organizations need to step in.

In this episode, we are joined by Alex Brueckmann, who has been helping business owners formulate strategies that are practical and specifically helps companies with what needs to be done. 

Through his extensive 15 years of practice, Alex has developed the Nine Elements of Organizational Identity that leads to business strategies that move purpose into powerful impacts.

Time Stamps:

  • Alex’s journey into business (02:29)
  • Definition of strategy (05:24)
  • Business strategy with a purpose (06:50)
  • How can start-ups move towards their purpose and impact (12:06)
  • What makes Alex’s framework unique (17:28)
  • Nine elements of organisational identity (20:07)
  • Alex’s creative process of writing a book (26:14)

Resources Mentioned


  • Don’t go for second best, baby – Madonna.

Connect With Lisa Evans
Your Host Lisa Evans is one of Australia’s leading Executive Public Speaking Coaches and Corporate Storytelling Trainers. If you would like help with training your team in soft skills, public speaking and business storytelling, get in touch with Lisa. Lisa offers a complimentary 30-minute strategy session to find out if you are a good fit to work together.
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About Alex Brueckmann

Alex Brueckmann is a business strategist, ESG (Environment-Social-Governance) Advocate, Board Advisor and an Author.

By partnering with organizational leaders, Alex helps by crystallizing their organizational identity and building a legacy. His clients are leaders across various industries including engineering, finance, healthcare, tech and retail. 

Alex is all about adding value, he listens with deep intentions so he knows how to co-create company-specific solutions. He understands that clients prefer a hands-on and practical strategy that combines the business side with human aspects.

His goal is to make the world a better place where conscious leaders are able to inspire and empower people to become the better, if not the best version of themselves. A world where we can solve pressing relevant issues such as environmental disruption, health and poverty. 

In his upcoming book, Alex discusses how to design and execute purposeful business strategies based on “The Nine Elements of Organizational Identity”.