Achieve Your Goals
We believe that the most progressive leaders are on a continuous journey of growth and exploration to ensure they have the skills and confidence to create amazing places to work.
Intent exists to work with leaders who want to drive positive change, lead with integrity and values, and engage people in ways that encourage trust and self-motivation. Brendan O'Keefe and Jo Holliday have created Intent. Together, we have worked with many hundreds of leaders who see the value of leading in a more progressive and human-centred way.
We draw upon a combined 50 years of experience of leading and developing progressive minded organisations. We know the highs and have weathered the challenges! Through training, consultancy, coaching and our Intent community, we help leaders build high-performing organisations where people can do their best work.
Our Values
- Integrity with Courage
We model honesty, transparency and the bravery to challenge the status quo for the greater good.
- Inclusive Empowerment
We create space for all voices, champion equity and enable leaders to build cultures where everyone can thrive.
- Sustainable Impact
We support leaders who balance people, planet, and profit—driving long-term value over short-term gains.
- Curiosity and Growth
We nurture a mindset of continuous learning, reflection, and evolution—for ourselves and the leaders we work with.
- Collaborative Accountability
We believe in shared responsibility, co-creation, and holding ourselves and others to high standards of ethical practice.
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Brendan O’Keefe
Coach. Facilitator. Leadership specialist
Brendan works with leaders who want to create the conditions for
people—and performance—to thrive.
He believes leadership is about creating the space for others to do their best work. His approach combines progressive leadership principles with real-world experience, helping leaders drive meaningful, lasting change.
Brendan brings over 25 years’ experience as a senior leader across the criminal justice system, local government, and social enterprise.
In 2014, he founded and led an independent social enterprise, built around leadership approaches that prioritise autonomy, trust, and engagement.
Since 2021, Brendan has worked as a freelance trainer, facilitator, and business coach—supporting senior leaders to think differently, lead with intent, and build high-performing cultures.
He has co-authored and delivered an ILM Level 7 Senior Leadership programme and is a fully qualified ILM Level 7 accredited business coach.
The Result:
Leaders who create environments where people step up,
take ownership, and thrive.
Jo Holliday
Coach. Facilitator. Trusted thinking partner.
Jo works with leaders who want to build organisations where
people—and performance—thrive.
With over 20 years of experience, she has partnered with hundreds of senior leaders across charities, financial services, pharmaceuticals, SMEs, and the public sector—helping them lead differently and create
workplaces that actually work.
Her grounding in leadership started at Marks & Spencer, where she held roles in both stores and Head Office. That real-world experience still shapes how she works today: practical, commercial,
and focused on what makes a difference day to day.
Jo brings a blend of challenge and support—creating space for honest thinking, better decisions, and lasting change.
She is a Chartered Fellow of the CIPD and an Investor in People Consultant, and holds a PGCert in Coaching. She is also accredited with the International Coaching Federation and works with tools including MBTI, TRACOM Social Styles, and NLP.
The outcome?
Leaders who are clearer, more confident, and able to create the kind of environments people want to be part of.