In this episode of The Purposeful Strategist, Belden Menkus speaks with Janette Bell, Managing Director of First Bus, the bus division of FirstGroup Plc and one of the largest bus operators in Britain, running around a fifth of all bus services outside London across a fleet of more than six thousand vehicles. Janette has a simple, steadfast purpose since she entered the role in 2020: “to get more people on the bus!”

In their conversation, they discuss:

· The myriad social, economic, and environmental benefits of increased bus coverage and ridership.

· How their steadfast focus on the local benefits of bus transit fuels their business strategy.

· The strategic choices they have made in their pursuit of net zero, from fleet electrification to collaborations and partnerships.

· Janette’s conviction that “winning” means focusing on the social benefits, knowing that they will translate directly to the fare box.

First Bus: https://www.firstbus.co.uk/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, the strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.