What did you leave in your inbox at your last job?
Our client logged into his ex-employee’s inbox to recover a file. What he found exposed a bullying manager, an unowned domain, and a marketing stack
One of us is minimalist, the other loves shoes too much. One’s all strategy, the other likes the doing. Together, we help businesses grow the ‘write’ way.
Our PoP chapter started like many good things do, with a vision for something better.
We had been helping businesses grow for more than two decades: building brands, shaping strategy, driving results. But something had shifted. The world felt different and so did we.
Joining us from major retail, Kris had learned Triple Bottom Line first-hand at IKEA. Amanda had long been invested in efficiency and optimisation. Both PoP founders were obsessed with better practices that would evolve and empower more sustainably successful businesses.
So we built Profit on Purpose. Grounded in Triple Bottom Line thinking, driven by detailed diagnostic followed by a bespoke solution. And now? We’re all in helping businesses future-proof by putting people, place and profit on the same page, where they belong.
Hand-on-heart honesty
Unshakable passion
Positive impact
Child-like curiosity
Fearless fairness
Genuine relationships
We believe the difference between good and great can be found in the smallest details: the clarity of a message, the strength of a strategy, or the punctuation mark that finishes a sentence just right.
Our name is founded in progress. Our mark is proudly inspired by the Swedish saying: ‘Pricken över i:et’.
It means ‘the dot over the i’. That final, perfecting touch.
As a Swedish-Australian business, we carry that philosophy into everything we do. Whether we’re helping a founder articulate their vision, simplifying strategy, or building a brand from the bottom up. We add clarity, confidence, and momentum.
We don’t just help you write your next move. We help you finish it with purpose — and that all-important final dot.
We’ve spent years inside big business, fast-growth start-ups, and everything in between… and we’ve picked up a lot. But some of the most valuable lessons came from what we learned to let go of:
More revenue always means more success
Strategy can be skipped, action is everything
You should sound ‘corporate’ to be taken seriously
Values live on posters, not in decisions
Scale is the only story worth telling
We’ve unlearned the noise so we can help you focus on what actually moves the needle.
When you start talking about people and place alongside profit, it’s easy to come off a little preachy. But the truth is, none of us is perfect.
Kris’s green at heart and cares deeply about the environment… but she still drives a petrol car. Amanda’s passionate about human rights and a living wage globally… but she still buys more shoes than she needs.
We’re not here to preach. And we’re not expecting perfection.
What we do value is working with smart businesses and thoughtful leaders: people who are thinking about tomorrow as much as today, and trying to cement their place in it.
None of us gets it right all the time, but if you’re looking to tomorrow and you’re committed to the changes required to create lasting success, we’re ready for you.
We’ve both spent time inside the world of big plans, bigger egos, and endless loops of feedback… So, we built a way of working that cuts through the noise and actually gets the job done with efficiency and efficacy.
We don’t add fluff just to fill a slide.
We’d rather make progress than make a fuss.
We ask the questions no one else is asking (but probably should).
We listen more than we talk, until it’s time to speak up.
We’ll never leave you with a pretty plan and no path forward.
We understand the power and understanding that comes with storytelling.
It’s fast when it needs to be, focused where it matters, and designed to move your business forward, not just talk about it.
Everyday, we work in the real world with real targets, tight margins, and not enough hours in the day. But even here, some beliefs are worth holding onto. These are ours:
You can be clear yet respectful.
The way you work matters as much as the work you do.
Businesses built on people do better.
Strategy without action is just theory.
Growth isn’t always up and to the right.
Progress beats perfection, it’s proven over and over.
Our values aren’t a vibe, they’re EVERYTHING!
We don’t expect everyone to agree with us. But we do find the right people tend to nod along, and then roll up their sleeves.
Our client logged into his ex-employee’s inbox to recover a file. What he found exposed a bullying manager, an unowned domain, and a marketing stack
Anthropic has announced it will soon begin to watermark content generated by its products. We explore what that might mean for work, for art, and
Where we question the obvious, challenge the usual, and explore what sustainable success really looks like.
The stuff that gets overlooked, avoided, or rushed through? We slow it down and take a proper look.