How to build a values-led business nobody knows is needed
Shelley Purchon finds inequality hard to ignore if she thinks she can do something about it. When she discovered a training need that nobody else was tackling, she set up alone to offer a solution. It took her three years to build a market, establish her business and make it pay.
Shelley trains English speakers to communicate better with migrants whose first language isn’t English. She had these skills having worked with migrants for years as an English teacher, and she was also inspired by her own experience of living abroad and struggling to understand the local language. Balancing principles and profit, she provides some resources for free and offers free workshops to environmental organisations, as climate change is another issue she’s passionate about.
This conviction and determination to help marginalised groups, instead of taking an easier path, is what makes Shelley a moral rebel in my eyes. As standing up for her beliefs hasn’t involved confrontation, she’s uncomfortable with the term ‘rebel’. She just sees herself as someone acting in line with her morals. But with the worrying rise of racism and far right influence, her positive impact on the lives of immigrants and refugees is, in itself, rebellious.
What does the term ‘moral rebel’ mean to you?
"It means doing the right thing even if it goes against your own interests, so I don’t know if I really am one. I've got no problem saying that I'm a moral person but I feel like a rebel is somebody that kicks against authority... I've got the luxury of being independent... the level of risk is much lower."
What’s your experience of being a moral rebel?
"I'm providing an alternative perspective and trying to challenge the prevailing mindset, for example through my LinkedIn posts. When I notice inequality, it pisses me off that certain people are not being well-served. If nobody else is doing it I could make a difference, so I'll have to do it. For example the interpreter crisis. Me and my colleague Marta Leigh made free training available because not enough people understand what’s causing interpreter shortages, and meanwhile people are dying."
Have you faced consequences, backlash or retaliation?
Shelley described the loneliness of setting up a values-led business: "I created a service that literally nobody was asking for, and then I had to persuade them that they needed it. I haven’t faced a backlash but it took much longer to make good money than I expected. I had my moments of disappointment and doubt."
What helped?
"Feedback that shows that I've made a difference really helps. Also meeting other people that care about justice is inspiring... it makes you think there are people that are doing good in the world, and you want to raise your game so that you're as good as them."
What advice would you give other moral rebels?
Shelley’s advice for other moral rebels is to make sure you do enough of the work that energises you: “you need to do those things to stay enthusiastic about your job. Even if there are pressures for example, we're here to make money, we're here to be as efficient as we can... that can be a bit joyless if that’s not what you’re in it for. I need a balance of tasks or I lose motivation."
She hopes that others may be encouraged by her experience of running a values-based business: "There may be other people reading this who can relate to my situation, who've got an idea for a business or a charity and they're not sure whether to do it, or maybe they've started and feel isolated. When that was me, I didn’t know who I could relate to. If anyone reading this feels lonely in that way, they’re welcome to reach out to me for a chat."
______________________________________________________________________________
Many people may not consider themselves activists, or identify as rebels, or notice the risks they’ve taken. Like Shelley, they just get on with it, sticking with something because they believe it’s needed, even if they face indifference. Our discussion made me reflect on what it means to be a moral rebel, all of whom make a positive difference, whether they’re loudly fighting the establishment, enacting quieter forms of activism, or pausing their activities for some much-needed restoration.
I loved my conversation with Shelley, and even though I couldn’t quite persuade her to call herself a moral rebel (she’s far too modest for that!) I’m delighted that she’s able to take quiet satisfaction in her achievements and positive impact.
Shelley shares industry news, resources, tips and training opportunities every month in the English Unlocked bulletin, sign up here or take a look at her website http://www.englishunlocked.co.uk/.
______________________________________________________________________________________________
Want to tell your own story? Get in touch: anna@moralrebels.co.uk