Language shapes behaviour. Behaviour shapes culture. Culture determines whether strategy actually works.

In this wide-ranging conversation, Will Hambling, Founder & Creative Director of Within International, sits down with Eve Vlemincx, strategy advisor, organisational transformation expert, and author of The Legal Shift, to unpack why so many organisations struggle with purpose, brand and culture, and what happens when those foundations are misunderstood.

Spanning leadership, creativity, data, language, and the often-overlooked emotional dimension of business, this discussion explores what it really takes to build professional services brands that are coherent, credible and built to last.