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Ian Calvert

Finding Your Purpose

Purpose is what keeps entrepreneurs going when the going gets tough, says Ian Calvert, an internationally recognised expert on purpose-driven business, impact entrepreneurship and social innovation.

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Ian Calvert grew up in advertising and marketing. However, instead of being blinded by the glamour of the industry that claims to own creativity, he used the exposure to diverse industries, leadership styles and operating models to build up a store of wisdom from which young social entrepreneurs are now benefitting.

A graduate of Birmingham (UK) and Aix-Marseille (France) universities, he began his career at Ogilvy & Mather London. Having been Ogilvy Cape Town’s youngest board member at 29, he left to found several advertising and marketing agencies. Among them was Instant Grass, a youth insight and collaboration agency that expanded internationally.

Ian’s experience with Red Bull Amaphiko led to the establishment of FURTHER in 2020. Working with partners such as the SAB Foundation, the Lego Foundation, Allan Gray Orbis, Business & Arts South Africa and British Council, FURTHER empowers community-based impact entrepreneurs through a high-performance human development approach.


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10 Tasty Bites 

Below is a preview of what you can expect to learn in this recipe. 

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About This Recipe


Contrary to the Silicon Valley version of entrepreneurship, Ian Calvert believes that simply bringing a business to life is a creative act in its own way. It doesn’t have to be the next big innovation - a small business that serves its community and sustains a family and maybe one or two employees is at the heart of social impact and transformation.

Ian elaborates on the difference between a startup and a small business, the need to encourage and recognise unemployed young people’s efforts to become economically active, and why personal development is the birthplace of a successful small business.

What You'll Learn


In this recipe, you will learn how to bring the magic of a Pixar movie into your business, why zebras are more important than unicorns when it comes to addressing poverty and unemployment, and the need for entrepreneurs to be attached to the problem and not the solution.

There is also information on processes that can help reveal your purpose, such as ikigai, and the imperative of measuring and tracking impact. Ian furthermore discusses the three cogs of FURTHER’s high-performance development approach, and the power of storytelling as a business tool.

The overriding learning that comes to the fore, however, centres on purpose and the desire to make a difference as entrepreneurial driving forces.


Learn from someone who speaks from a position of real authority, perspective and experience.


Implement practical tips and techniques learned in the trenches - doing, rather than talking.


Join a cohort of like-minded entrepreneurs in our growing community and share your learnings as you go.

Get Learning

This entrepreneurial micro-course will take you only a few minutes per day (or you can binge if you want to). Feel free to skip around and please let us know what you think. 

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Deep Cuts 

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