Most companies are still trying to play the hero. They champion the oceans, back diversity, shout about sustainability, and people don't believe a word of it.

The problem isn't the cause. It's the positioning.

In this live 60-minute workshop, purpose pioneer and author Thomas Kolster goes deep into the ideas behind his book The Hero Trap and more importantly, the tools you can actually use. If you've read the book, this is your chance to get under the hood. If you haven't, this is the best possible place to start.

Thomas will walk you through the core frameworks — including the Arrow and show you how real organisations have used them to stop playing hero and start empowering the people around them instead. You'll see why AirBnB exploded, how a 20-something Swede built a global coffee empire from scratch, and how a group of mates in a Melbourne bar created one of the world's most effective health movements.

The shift is simple but it changes everything: stop asking "what do we stand for?" and start asking "who can we help people become?"

In this workshop you'll:

• Understand why the hero model fails and what replaces it

• Get a hands-on walkthrough of the Arrow and other tools from the book

• See the frameworks applied to real campaigns and brands

• Leave with a clear lens for applying this to your own work

Whether you're a marketer, brand strategist, agency lead, or business owner, this workshop will reframe how you think about purpose, people, and growth.

Hosted by Thomas Kolster — global keynote speaker, author of The Hero Trap and Goodvertising, and one of the world's leading voices on purposeful marketing.

Seats are limited. Register below.