Our story
LET ME TELL YOU A STORY
About despair and rage, about hope and optimism and about why I do what I do.
Are you sitting comfortably?
Then let’s begin.
PS: If you don’t like stories, you can always scroll down the page to a more ‘traditional’ section about me.
It’s almost thirty years ago…
…but I can still see the sorrowful face of my friend David – nicknamed ‘Poopah’ for reasons lost in the mists of time – as he waved to me from the office window.
I can still hear the heavy rain beating down on the pavement as I huddled in the doorway of our office building and the swish of cars and buses speeding past on the wet tarmac.
I can still feel the early needles of a headache starting behind my eyes – thanks to a boozy lunch with colleagues.
The pain in my head was accompanied by the strain in my arms as I tried to juggle my overly large handbag, a heavy box filled with books, photos, my mug and other knick knacks from my desk and a bouquet of flowers.
The cheerful bright colours of those flowers were like an insult to me; as though that floral cornucopia was thumbing its nose at the tears pouring down my blotchy face.
The grey skies, the ceaseless rain, the rank smell of hundreds of filthy cigarette butts in the overflowing ashtray by the door – were much more in keeping with my mood.
It was my last day at UNICEF. And I was devastated.
I didn’t want to leave. My boss didn’t want me to leave. My boss’ boss…
So why was I leaving? Why was I walking away from a job that I loved? A job that – even on the boring days – still had me bouncing out of bed every morning? A job that was fulfilling and inspiring and aligned with my desire to do something meaningful in the world?
Simple. Money.
After a few years working in Parliament – earning peanuts – my finances had been in a pretty parlous state when I arrived at UNICEF. Now, two years later, I was essentially bankrupt!
My bank manager had called me and spelt out my choices in pretty stark terms about four months before the flowers / crying / rain day.
“Sara, you’ve been consistently spending more than you earn for the past four years and you’ve still not paid off the overdraft you first took out as a student. You’ve got two choices. Find somewhere cheaper to live outside of London. Or get a better paid job.” he said.
I had wanted to live in London since I was five years old. It had been my stock answer to the“What do you want to do when you grow-up?” question. “I want to live in London.”I’d reply. The implication being – fairly accurately at that age – that I didn’t much care what I did for a living so long as I could live in the Big Smoke.
Later on I learnt to articulate my desire to fight injustice, tackle human rights’ abuses, create change in the world…but the backdrop for all my career goals was London.
Moving out of London was unthinkable to me in my mid-twenties. Unthinkable. Which only left the ‘earn more money’ option.
Standing in that doorway. Crying as I left the job I loved. Forced to make a choice between making a difference and making a living. I was heartbroken….and then I was just raging! I couldn’t understand why our society refuses to value people who are dedicated to serving others; those who want to make a positive difference; to create meaningful change.
Why is it the case that teachers, nurses, social workers, carers – and yes those who work for charities – are paid such a pittance?
Why do we pay people who “manage” money hundreds of times more than we pay the people that look after our sick, our elderly, our children and our world?
I didn’t get it then. And nobody has ever been able to explain it adequately to me. So I still don’t get it.
But as I stood in that doorway weeping and fuming, I promised myself that one day, when I was financially secure, I’d come back to the kind of work that felt purposeful. One day I would help people to defy the convention and make a great living whilst also making a difference.
Actually is my way of keeping that promise.
sara price, founder
I am a rebellious optimist: a serial entrepreneur driven by my desire to help other purpose-led changemakers to make a difference, make a living AND change the world.
After 5 years of studying politics at Exeter, the LSE and at the Institut d’Etudes Politiques in Aix-en-Provence, I began my career in the Westminster Parliament. There I learnt about the corridors of power; how deals were made in smoke-filled rooms and that the ability to communicate is THE core skill required to truly make a difference and create change.
Since then I have dedicated my entire career to helping people, organisations and brands to communicate better. Over 26 years in PR and campaigning, I have advised some of the largest companies and charities in the world from UNICEF to Avon, from Kellogg’s to Variety – and start-ups including fledgling space missions and challenger bank Starling.
I am no stranger to the impact of crisis, chaos and global uncertainty on life, a career and a business. I managed to progress my career – reaching the UK Board of one of the world’s largest PR agencies – whilst navigating through divorce, cancer, at least three recessions, bereavement and a horrific accident that left me with injuries requiring multiple surgeries. I also co-founded my first entrepreneurial business in the aftermath of the 2008 financial crash – and grew it into a profitable independent communications consultancy with revenue over 7 figures in just 12 months – in spite of a global economic meltdown!
I now work exclusively with purpose-led entrepreneurs, business owners and coaches through Actually®.
I use everything I have learnt in my career, plus my coaching and training skills, to help you to make your difference and change the world.
“Sara always brings clarity and perspective when it’s needed most. Her skill at bringing simplicity to complexity is invaluable, and she does all of this with charm and grace, making her a trusted go-to for anybody looking to lead.”