Human first,
company second

Our mission

To create a world where people’s values, ambitions and business align – creating lasting benefit for all stakeholders, and overcoming the challenges of our world.

We should all live in a world where our values, ambition and business (the engine of our world) align and are in harmony with the environment and society. We live to explore and express this possibility. 

We do this by understanding where people’s values connect to the businesses that they are part of, and where the values of those businesses connect with their stakeholders. 

Our purpose

The stories we tell ourselves become how we see the world. They can lock us in or they can free us.  To realise a sustainable future at a time of tremendous challenges, we must remind ourselves again and again of the incredible things we are capable of – as people and as businesses.

Therefore we define our purpose as: nurture better narratives – spurring the brilliance of people, business and planet.

Our values

Our values are the set of principles we stand by – as individuals, as a business, and in our dealings with clients and collaborators.

Our people

Adam Penny

Co-founder & CEO

Elizabeth Smith

Co-founder & client services director

Jon Ayres

Co-founder & COO

Hannah Finch


Anna Butler

Human insights consultant

Alice Crocker

Senior campaigns & content producer

Alice Leahy

Brand & content director

Georgia Sanders

Senior producer

Thomas Ryan

Head of post production

Abigail Buck

Campaign & content producer

Cali Mackrill

Head of design

Jackson Gyori

Director & creative

Lenka Lechmanova

Head of finance

Alice Treasure

Junior managing editor

Megan Lakin

Strategic partnerships manager

Simon King

Post production assistant

Max Allen

Video editor

Kaley Hanson

Edit assistant

Helen Benwell

Assistant producer

Tom Houston

Media manager

Jenny Collins

Assistant producer

Malini Rao

Design intern

Amy Butterworth

Editorial assistant

What we have in common

Uncovering what’s meaningful for individuals is the first step in driving positive change in business and the wider world. Purpose means different things to different people, but an understanding of personal purpose leads to a happier, more fulfilled worklife. This is the foundation of our culture, underpinning the way we work with each other and with our clients.

If you are interested in working for tbt please get in touch

A culture of…


We believe that autonomy is the key to happiness at work. We support but never micro-manage, operating on tacit trust and respect for different ways of working.


With autonomy comes ownership. We nurture every project with care and diligence, asking for help when we need it, and driving things forward when we don’t.

High performance

As a collection of specialists, we arrange the most effective expert team around each goal. This creates an environment of lively collaboration, and results in consistently high quality output.

Proud to be a B-Corp™

We’re measured against the highest verified standards of social and environmental performance, transparency, and accountability. The B-Corp community works toward reduced inequality, lower levels of poverty, a healthier environment, stronger communities, and the creation of high-quality jobs with dignity and purpose. This is a core part of our DNA and we work hard to maintain and live up to this status.

Read our 2023 Impact Report

Get in touch

Find out more

Our clients