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Igniting Purpose-First Cultures for Lasting Impact

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Exeden is driven by the belief that purpose-first cultures deliver outstanding value to customers, communities, society, and shareholders.   

By nurturing profitably-purposeful workplaces, we enable employees to find genuine meaning in their work, transcending conventional assumptions of self-interest. As a result, these purpose-driven companies achieve financial success while positively impacting society.

Custodian Purpose. Leadership for the new economy.

Our vision

Our vision is a world where companies have evolved their culture to act with a purpose beyond profit. Their employees will find meaning in their work, defy conventional assumptions of self-interest, and give freely their energy and dedication. They do more and better because it matters. These profitably-purposeful companies benefit through financial outperformance and society is enriched through their actions.

Our values

  • Leadership is the awesome responsibility of helping those around you achieve their best. Service leaders prioritise the needs of their teammates, customers and society over personal gain. We will achieve long-term success by acting to take care of those we serve.

    In every interaction with our peers, our clients and our community, we provide support, resources, guidance and training needed to increase their capacity to serve others effectively.

  • Disrupt with trust. Challenge the status quo, question long-held assumptions and beliefs, and find the evidence to make change. The societal progress Exeden works to achieve will come from thinking differently and challenging conventional wisdom.

  • Purposeful alignment is not a 9-5 mindset for Exeden. All our behaviours reflect our passion for positive change for society through creating profitably purposeful organisations. We naturally gravitate to partners, suppliers and customers who share our beliefs. It’s who we are as individuals - all the time.

  • “All boats are lifted by a rising tide”. Working to “lift the tide” creates a culture of collaboration, where everyone is empowered to contribute their ideas and expertise, and where everyone is committed to delivering outcomes that benefit everyone.

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Our Team and Network

Meet the Founder

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Russell Kronenburg

For over three decades, Russell has fearlessly led a range of HR and non-HR functions, including an impressive thirteen-year tenure across three private equity-owned portfolio companies. Notably, he served as the Chief People Officer for the world's second-largest ice cream company, spearheading a workforce of 15,000 employees spanning over twenty-four countries worldwide. From the US and the UK to Europe, the Balkans, the Middle East, Brazil, Argentina, Australia, New Zealand, the Philippines, and South Africa, Russell's impact and passion for people were truly global.

Driven by his unwavering commitment to empowering businesses in forging revolutionary connections with their employees, Russell ventured to create Exeden. As a brand, Exeden champions purpose-first workplaces, seeking to challenge traditional HR norms and transform work environments into thriving ecosystems of meaning and fulfilment.

Not limited to his HR and People expertise, Russell brings a wealth of cross-functional experience to every client engagement. Throughout his career, he has commanded leadership positions encompassing strategic planning, logistics, and maintenance engineering functions. Moreover, he has played pivotal roles in numerous M&A deals, large-scale organisational transformations, and an IT ERP project. This breadth of experience showcases Russell's distinctive ability to catalyse change and make a lasting impact.

Beyond his professional endeavours, Russell's dedication to making a difference extends to serving on boards for organisations such as the Children's Brain Tumour Association and the Royal Melbourne Institute Technology School of Fashion and Design. These commitments exemplify his holistic approach to driving societal progress and fostering inclusivity.

We Value Our Network

  • We have a strong network of specialist partners and leading suppliers supporting us because we know that there are times when it is essential to complement our capability with other unique skills. We select our network of specialist partners to ensure they meet the high standards we have for ourselves!

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Leadership for the new economy. Revolutionary P&C.