Following her groundbreaking work on employee culture, we spoke to long-time IABC EMENA supporter Sheila Parry on the launch of her book, "Take PRIDE", the thinking behind this business model and the response to PRIDE at the recent IABC UK event. Sheila talks us through how PRIDE - Purpose, Reputation, Integrity, Direction and Energy - can create a work environment where people respect each other, understand and share goals, want to contribute and know that they are valued. Enjoy the listen and remember to subscribe to our weekly podcasts.