An business doesn’t need to try hard on a proposition if you live the values that you wrote in your business plan. If it’s purpose driven, it’s pretty intuitive. Your proposition becomes your Mission. An honest commitment to uphold the values you outlined to the world, behaving as an ethical and responsible business.

With the ever-growing gap between the haves and the have-nots in the world, two Melbourne based advertising veterans have decided to redress the balance by establishing a not-for-profit, for-purpose agency Silver Lining.