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 Our story 

driven by purpose

We are driven by our passion for purpose and for helping YOU to make your difference in the world.

our passion

is for purpose

We want to change the world.

Our vision is a world in which every business is driven by purpose.

To achieve that, we need to demonstrate that purpose-led businesses are commercially viable. That it’s possible to do good and do good business.

That’s why we are on a mission to support purpose-led entrepreneurs to unleash the power of great communications to grow their business, increase their impact and shout about their success!

Because that’s how we ACTUALLY change the world!


I started my career in the Westminster Parliament. I learnt about the corridors of power; how deals are 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. I have worked for some of the largest brands and organisations in the world from Avon to Kelloggs, from Asda to Variety. I sat on the UK Board of one of the largest PR agencies in the world and co-founded one of London’s most successful independent communications consultancies.

I was very successful. But I knew that there was more I wanted to do. I wanted to make a difference.

I wanted to change the world!


I sat down with a blank sheet of paper and wrote a list of all the ways in which I wanted to have an impact. There were over 100 causes on the list – from plastics in the ocean to gender equity. I was paralysed. How would I choose?

Then a wise friend asked me a serious question: why choose?

I realised, I could use everything I’ve learnt as a business leader, an entrepreneur, a coach, a mentor and a trainer; I could harness my communications expertise and my understanding of campaigning. And I could help purpose-led entrepreneurs to grow their businesses and their impact. 

I could change the world by helping them to make their difference.

And so I founded Actually.


“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.”

Louise Watson, IdeaScout

Julie Minns, ASSOCIATE

I met Sara more than 25 years ago when we were both working in Parliament. She and I campaigned together in Lambeth – where later I was elected as a Councillor – and remained firm friends long after we’d both left Westminster to pursue our careers.

My first roles after Parliament were in the non-profit sector where I worked for SCOPE and then the NSPCC. I campaigned for equality of access to polling stations for disabled people; established a network of 80,000+ campaigning supporters for the NSPCC and launched their FULL STOP campaign in Parliament.

It’s been twenty years since I left the NSPCC. Since then, I’ve advised CEOs and Boards of companies like Three and UKPN.

I’ve led teams and developed strategies to influence consumers and stakeholders and improve brand reputation.

And still, Scope’s ‘Polls Apart’ campaign is one of the things I am most proud of in my career.

I have always believed in the power of organisations and individuals to create change.

I have always wanted to make a difference.

It’s why I went to work in Parliament.

It’s why I became a Councillor.

It’s why I’ve joined Actually.

“Julie has a fine strategic brain and she will roll up her sleeves and get stuck into implementing your vision. She asks the right questions at the right time as well as bringing her own flair and creativity. I always enjoy working with Julie, she creates professional and eye catching communications campaigns that have real impact”
Nicky Philpott, UK Health Alliance on Climate Change


Politics is my passion.

Therefore, it’s been a privilege building up my expertise in political communication during the past fifteen years, in roles within Parliament and the private sector.

I’ve learnt that most decision-makers will actually listen – if they understand how your experience is relevant to them.

Working across a diverse range of issues – from technology to retail; innovation to health – I’ve become expert at translating complicated ideas into simple messages and building successful campaigns that gain widespread support.

However, when asked what about my job energised and inspired me, I realised it was working on projects that made an actual difference to people’s lives.

Hooking up rural communities with the internet for the first time. Being part of Change4Life and getting good quality fresh food into deprived communities across the country. Changing the law to make it easier for everyone to switch mobile provider and get the best deal. Helping vulnerable retail staff get their voice heard within Parliament. And during the early stages of Covid-19, making sure that the people who really needed connectivity – doctors, nurses, schoolkids – were not left behind.

I want to do more of the stuff that inspires me. More of the stuff that matters.

That’s why I’m thrilled to be working for Actually.


“Jenny is a talented communicator and an excellent and supportive colleague who people like to engage with. She has an ability to embrace complex issues while presenting them with simplicity and clarity. Throughout her time with us she brought an intellectual rigour and capacity for policy analysis that helped us drive our policy work forward. Anyone working in public affairs would be lucky to have the opportunity to work with Jenny.”

James Lowman, CEO of Association of Convenience Stores


My 14-year career championing sustainability in the mining and aggregates industry was paused in 2020 due to the COVID-19 pandemic. 

This pause was a blessing – allowing me the time and freedom to adjust my focus onto what actually brings me joy.

For years in my spare time, I had been helping a wide range of small businesses to achieve things they couldn’t do alone – from websites, design, social media management, HR, operations, events – you name it, I’d been there and done it. 

This brought me joy.

I thrived as a behind-the-scenes, positive, calming influence for business owners to lean on.

So what attracted me to Actually?

Sara’s insightful, no-nonsense and interesting perspective on communications and community. 

The Facebook Group and JFDI Tribe communities oozing positivity and togetherness. 

The dynamic, joyful and collaborative team. 

The real difference Actually makes in the lives of the community members. 

Actually feels 100% aligned with my desire to create a positive change in the world, driven by purpose.

I’m so excited to be part of this team. 

What a dream job – to actually make a difference. 


You're NOT bad at promoting yourself or marketing your business. You absolutely can spread the word about your work and attract the right clients towards you. You just need to do it in a way that feels authentic, comfortable and natural for YOU.

Take the Actually Great Communications Tribes quiz, uncover your communications superpowers and stop trying to force your fabulous round peg self into a nasty square hole that was never designed for you!

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