Meet Paul Rouke

Why do you care about people?

“I care deeply about people because, in today’s world—especially with the overwhelming noise of social media and constant comparisons—many are left feeling anxious about the future, disconnected, and unseen. Even in crowded rooms or expansive networks, loneliness often persists. At the heart of it, we all share a fundamental need to feel valued, loved, and understood. I’m driven by a desire to help people transcend these struggles, to feel empowered, and to know that they matter—not just as individuals but as contributors to something far greater than themselves.

Supporting others is not just a professional mission but a personal calling.”

What experiences have you had with people during your life?

“My journey with people began when I left school at 16 to join a four-year engineering apprenticeship at British Aerospace. While I was immersed in the technical aspects of electrical and mechanical engineering, my real passion emerged when I stepped away from the machines and into the world of human interaction. Observing and learning about organisational culture sparked a profound interest in understanding people, their motivations, and the environments in which they thrive.

This curiosity led me to pivot from engineering to a graphic design role, where I worked in close collaboration with my manager. Here, I began to appreciate the nuances of 1:1 leadership and the importance of relationships in fostering growth and trust.

The most transformative chapter began when I joined GUS Home Shopping, then the UK’s largest home shopping retailer. In two different roles across large departments, I experienced contrasting leadership styles. The constraints I faced—being boxed in, unable to unleash my full potential—fuelled a growing desire to challenge the status quo. I realised I wasn’t alone in feeling undervalued, and this insight became a catalyst for change.

Determined to redefine the leadership experience, I founded PRWD—initially standing for Paul Rouke Website Design. Over the course of 14 years, PRWD evolved into a thriving, highly respected customer experience agency, working with worldwide giants like Nike, Puma, Skyscanner, Google, Red Bull and Allianz. Leading a diverse team of 14 talented professionals, I learned to nurture collaboration, celebrate individuality, and harness the collective power of people to deliver exceptional results.

Today, as the founder of Become People-Centric, I bring a lifetime of lessons, challenges and triumphs with people into every conversation. The past five years have been the most enriching yet, filled with transformative relationships that have deepened my commitment to creating environments where individuals and organisations flourish.

My experiences have taught me that people are at the heart of every success story, and I’m honoured to play a role in shaping those stories.”

What can people expect by working with you?

“When you work with me, you’ll experience a partner who is profoundly committed to creating lasting impact within your organisation. I don’t just talk about our vision, mission, and values—I embody them in every interaction, every decision, and every outcome we pursue together.

Expect authenticity. I approach every relationship with humility, integrity, and an unwavering desire to help your organisation and its people thrive. I believe in fostering connections that go beyond business transactions, building trusted, long-term partnerships that feel more like industry friendships.

Expect inspiration. My aim is to ignite a sense of purpose and possibility within you and your organisation. By working together, we’ll co-create a legacy of change—shifting your organisation to become progressively more people-centric. This isn’t just about short-term wins; it’s about transforming culture, empowering individuals, and ensuring the impact resonates for years to come.

Above all, expect alignment. I’m here to walk alongside you, listen deeply, and help you navigate the complexities of organisational change. Together, we’ll craft a story that reflects not just where you are, but where you aspire to be.”