Living with Purpose
Living with Purpose is a podcast dedicated to exploring the journey of finding meaning and fulfillment in life. Hosted by Dr. Akhtar Badshah, a visionary leader and author, the podcast features insightful conversations with thought leaders, changemakers, and everyday heroes. Each episode delves into the stories, experiences, and philosophies that inspire individuals to live with intention and purpose. Whether you’re seeking personal growth, community impact, or just a deeper understanding of what it means to lead a purposeful life, “Living with Purpose” offers valuable perspectives and actionable advice to guide you on your own path.
Living with Purpose
#Episode 119 - James Williams - Osprey Sports Group
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James Williams is a purpose-led growth leader, Olympic legacy architect, investor and board advisor who has spent more than 25 years proving that commercial success and positive impact can go hand in hand.
His career has taken him across three continents, where he has built businesses, led high-performing teams and delivered some of the most recognised campaigns in sport and FMCG.
James played a key role in Coca-Cola’s Tokyo 2020 Olympic activation, creating a commercial legacy valued at more than $375 million. More recently, he helped launch MYOM, a disruptive oat milk brand focused on health, sustainability and changing the way people consume everyday products.
His leadership is grounded in inclusion, integrity and the courage to think differently. James credits dyslexia with sharpening his ability to see opportunities others may miss, communicate with clarity and bring fresh thinking into complex situations.
Today, he works across a diverse portfolio of businesses and social impact organisations, advising FMCG startups, supporting purpose-driven sports ventures and helping boards build stronger cultures and more meaningful growth.
James operates at the intersection of commercial performance, people and purpose, helping organisations unlock potential and build something that truly matters.