Swim upstream with Purpose
Human-first transformation for Leaders, Teams and Organisations
What we do
Who we are
Purple Salmon is a human-first transformation company.
We empower organizations and individuals to achieve their purpose and highest potential, so they can be a positive force in the world.
Frédérik Damilot
Co-Founder
My purpose is to be a bridge builder, passionate about transformation. This means I am the link, connecting the dots from a previous paradigm to a new one, paving the way for a sustainable world. As a guide, I ensure smooth transitions and successful transformations. I am an entrepreneur, a corporate executive, a coach and a leader in the field of organizational transformation. With a track record of achieving breakthrough results and transforming organizations, I embrace challenges and learn from failures, which have only strengthened my resolve to drive meaningful change. Energized by my passion, family, and the desire to build long-term partnerships with my clients. That’s my story. What’s yours?
Dean Davey
Co-Founder
At the age of 17 years old I found my Personal Mission statement. It is to ‘Be the change I want to see in the world’. It’s tattooed on my arm – a daily reminder. (I’m only human so some days are better than others). My wife & kids are my rock. I value my health. I have incredible relationships with people that energize me and make me better. I constantly strive for spiritual and personal development. I have vast global business & career experience. I’ve built & lead businesses. I’ve helped clients transform their businesses. I’ve had much success. I’ve also had failures – from which I’ve learned valuable lessons. I’m insanely (yes, insanely!), passionate about personal development and entrepreneurship. I help individuals live purposeful lives (life coaching). I coach leaders to be transformative leaders and build high impact teams. I invest in businesses and coach entrepreneurs. I’m an inspiring key note speaker on personal development, leadership and entrepreneurship. That’s my story. What’s yours?
Frédérik Damilot
Co-Founder
This means I am the link, connecting the dots from a previous paradigm to a new one, paving the way for a sustainable world. As a guide, I ensure smooth transitions and successful transformations. I am an entrepreneur, a corporate executive, a coach and a leader in the field of organizational transformation. With a track record of achieving breakthrough results and transforming organizations, I embrace challenges and learn from failures, which have only strengthened my resolve to drive meaningful change. Energized by my passion, family, and the desire to build long-term partnerships with my clients. That’s my story. What’s yours?
Dean Davey
Co-Founder
It is to ‘Be the change I want to see in the world’. It’s tattooed on my arm – a daily reminder. (I’m only human so some days are better than others). My wife & kids are my rock. I value my health. I have incredible relationships with people that energize me and make me better. I constantly strive for spiritual and personal development. I have vast global business & career experience. I’ve built & lead businesses. I’ve helped clients transform their businesses. I’ve had much success. I’ve also had failures – from which I’ve learned valuable lessons. I’m insanely (yes, insanely!), passionate about personal development and entrepreneurship. I help individuals live purposeful lives (life coaching). I coach leaders to be transformative leaders and build high impact teams. I invest in businesses and coach entrepreneurs. I’m an inspiring key note speaker on personal development, leadership and entrepreneurship. That’s my story. What’s yours?
What we do
We help leaders and teams understand and use AI and digital tools in a human, meaningful way.
We integrate intelligence into everyday work so technology supports better decisions, not more complexity.
We help organisations design clear roles, decision-making, and ways of working that actually fit how people work.
We reduce friction and confusion so teams can collaborate, move faster, and focus on what matters.
We help people and organisations step back, reflect, and find clear direction during moments of change.
We create space for honest conversations, renewed purpose, and confident next steps.
We help leaders clarify who they are, what they stand for, and how they lead.
We develop human, emotionally intelligent leadership skills that build trust, clarity, and strong cultures.
Selected partner organizations
Collaborations built on trust, impact, and shared ambition
How we work
Our approach to transformation is intentionally human, thoughtful, and structured.
We create safe, trusting spaces where clarity, connection, and action can emerge.
Human-first presence
We start with people — listening deeply, building trust, and showing up with presence and care.
Relational trust & emotional intelligence
We work with emotional intelligence at the core, enabling honest dialogue, psychological safety, and courageous conversations.
Beautifully crafted experiences
Every journey is intentionally designed, with attention to flow, energy, and meaning.
Intelligence-enabled tools & diagnostics
We use diagnostics and intelligent tools to bring clarity and support sound decision-making, without losing the human dimension.
Modular, structured methods
Our approaches are clear, adaptable, and consistent — allowing for both tailoring and impact.
Warm, kind, emotionally generous humans
We work as facilitators, guides, coaches, and orchestrators — creating human spaces grounded in authenticity, care, and presence.
Our last publications
Find our last publications by topics !
Why Purple Salmon
Most organisations know they need to change. Few are truly equipped to change well.
At Purple Salmon, we work with leaders, organisations, and individuals facing complexity, pressure, and uncertainty — where incremental improvement is no longer enough.
We help them swim upstream with purpose: challenging assumptions, rethinking how value is created, and acting with intention rather than inertia.
Because swimming upstream is not about speed. It is about intention, clarity, and courage.
We do not advise from the sidelines. We work alongside leaders, embedded in their challenges and accountable for outcomes — creating the conditions for lasting change, long after we are gone.
Leaders face overlapping transformations — digital, organisational, cultural, and societal. We help organisations navigate continuous change, develop leaders capable of holding complexity, align identity and strategy, and build adaptive, future-ready organisations.
Our approach is deeply human and rigorously grounded. We combine behavioural science, organisational psychology, and transformation expertise with business pragmatism — ensuring change is not only well designed, but lived and sustained.
Sustainable transformation begins with leaders — their clarity, mindset, and ability to navigate paradox. Identity, purpose, and leadership maturity are not soft topics; they are critical enablers of performance, resilience, and long-term impact.
Who we serve
We work with organisations and individuals who are navigating complexity, change, and moments of transformation — and who want to move forward with clarity, purpose, and humanity.
Organisations
We partner with leaders and teams across a wide range of organisations, including:
- Executive teams and boards
- CEOs, founders, and senior leaders
- People, culture, and HR leaders
- Strategy, transformation, and innovation teams
- Purpose-driven organisations, scale-ups, and established institutions
We support organisations that want to strengthen leadership, align culture and structure, integrate digital and AI capabilities, and renew their strategic direction..
Individuals
We also work directly with individuals who are seeking clarity, growth, and reinvention, including:
- Leaders in transition
- High-achieving professionals and entrepreneurs
- People navigating career, identity, or life changes
- Individuals seeking greater purpose, meaning, and alignment
Through our programs and experiences, we support people who want to unlock their potential and design a more intentional, meaningful path forward.