# From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation

Page: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation
Text version: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation.md
Podcast: [Trust & Influence in B2B](https://stenobird.com/podcast/trust-influence-in-b2b-7231194)
Published: 2026-02-03T11:00:00+00:00
Episode link: https://joelharrison1.wpenginepowered.com/from-10-to-63-nps-how-mitie-used-brand-purpose-to-win-hearts-and-minds-maria-winn-on-a-trust-led-transformation
Audio file: https://episodes.captivate.fm/episode/2c08085f-8add-4e0a-88c1-e93619c60b83.mp3
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Duration seconds: 2136

## Resource

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facilities management company. They explore how Mitie transformed from a -10 NPS to +63 NPS through authentic brand purpose. What does it take to make purpose resonate with 70,000 employees and drive real trust? ➡️ Maria shares the journey of developing "Better Places, Thriving Communities"—a purpose that needed to work for everyone from frontline cleaners to AI engineers. She reveals why they involved hundreds of employees early, how they balanced internal embedding with external launch, and why letting go of legacy language was their biggest challenge. They discuss the purpose-trust connection in service businesses, why marketing-HR alignment is critical, and the compelling data: organizations with well-embraced purposes have 39% higher revenues. Chapters: 00:00 - Introduction to Trust in B2B Marketing 02:14 - Maria Winn's Journey to Mitie 05:37 - Why Brand Evolution Became Necessary 06:23 - The -10 to +63 NPS Transformation 08:15 - Creating Authentic Purpose, Not Just Words 10:18 - "Better Places, Thriving Communities" 14:07 - Engaging 70,000 Employees in Purpose 18:22 - Purpose as a Trust Builder in B2B Services 22:27 - Balancing Long-Term Brand with Demand 25:51 - Overcoming the Legacy Challenge 30:01 - Key Principles for Purpose-Driven Trust 33:16 - Embedding Purpose in Culture 35:37 - The Business Impact: 39% Revenue Lift Follow Maria Winn , https://linkedin.com/in/mariawinn/ https://www.mitie.com If you're leading brand transformation or wondering whether purpose drives business results, this conversation delivers practical insights and honest reflections on building trust through purpose. 🌐Visit Joel Harrison's we…

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