From Ambition to Action: Humber Place Ambassadors Lead with Purpose

The early session, delivered by Future Humber, opened with a focused recap of the Humber Place Brand’s four core values: Revolutionary, Resourceful, Real, and Remarkable. Led by the Future Humber team, this reintroduction was designed to connect new Ambassadors to the values that underpin our place identity, especially for those who missed January’s session at Docks Beers. 

From Values to Behaviours: Courage in Action 

The main session, sponsored by Courage People, was facilitated by its founder and Chief of Courage, Felicity King. Through a series of creative, collaborative exercises, participants explored how to move beyond ambition and begin transforming brand values into lived behaviours within their own organisations. 

Felicity’s energising and reflective approach prompted honest discussion and storytelling. This allowed ambassadors to consider how small but deliberate actions can create real cultural change. Real-life stories from across the region were shared, highlighting how Humber values are already in motion. 

The Dinner Guest Exercise: Making Values Human 

One of the morning’s standout activities involved each table group selecting a public figure, past or present, who best embodied Humber’s values. From historical icons like William Wilberforce and Lillian Bilocca to influential modern-day business leaders, the session brought values to life in a touchable way. Many participants nominated Jean Bishop — "The Bee Lady" — fittingly, on Bee Lady Day. 

Some nominations celebrated pioneers who have shaped entire industries or led major regional events, contributing millions to the local economy and national recognition for Humber. Others honoured grassroots leaders and volunteers whose everyday actions quietly but powerfully demonstrate values like authenticity, compassion, and resilience. Several ambassadors chose figures from their personal lives or community networks, reminding us that brand values live not just in headlines or history books, but in the people we work with and learn from every day. 

This powerful activity prompted reflection on how individuals, from all levels and sectors, play a role in shaping the region’s identity, and it affirmed that Humber’s strength lies in the diversity, pride, and passion of its people. 

A live Menti vote followed to reveal the top 10 ambassadors chosen by the room. This created a dynamic word cloud of individuals who reflect boldness, authenticity, and resilience. 

From Insight to Commitment 

As part of the final exercise, Place Ambassadors were invited to reflect on how they would strengthen and embed the Humber Place Brand values within their own organisations. The responses were action-oriented, showcasing the passion and creativity within the network. From rethinking how events, meetings, and projects are delivered to better reflect the values, to making them a standing item in team discussions, ambassadors showed a clear intent to turn insight into action. 

Pledges included initiatives such as empowering young people to shape the future of Humber and using internal communications channels to spotlight staff who live the values every day. Others committed to forming new partnerships, amplifying local success stories, and ensuring every organisational touchpoint reflects the values not just in words, but in behaviour. This collective wall of pledges, displayed live via Mentimeter, embodied the movement from ambition to action, and marked another confident step forward for the Humber Place Brand. 

Thank You 

Huge thanks go to all Place Ambassadors who joined the session, and to Felicity King and the team at Courage People for an inspiring transformative morning.  

What’s Next? 

Keep the conversation going. Share your actions, your stories, and your reflections. Don’t forget to check in on your pledge. Together, we’re building a Humber that lives its values, every day.