Andreana Drencheva is a research assistant at Aston Business School. Her work is at the intersection of purpose, people and profits. It focuses on how social entrepreneurs develop long ideas for meaningful products, services and sustainable organisations in environments of uncertainty. She is interested in researching and working with ventures that put people and purpose first and include social change in their success metrics. Alongside her work at Aston, Andreana will soon be completing her PhD from the Institute of Work Psychology at the University of Sheffield.