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What drives us

We bring together the experience and innovation you need to support your team’s journey to alignment.

What's the story behind Purple Sector?

We are huge fans of Formula 1 racing, and we love the excitement of seeing teams perform at a world-class level. A purple sector refers to the best overall time set by a driver in a section of a lap. Achieving a purple sector means everything is aligning — driver, car, team, strategy. It’s a measure of excellence that reflects a whole team with a shared vision of success. That kind of alignment is what we help our clients achieve.

Who we are

We're an innovation firm that focuses on team alignment, and we love working with companies trying to do things differently. We know the value of aligning people around meaningful work for your business and customers, and when we get involved with your organization, we focus on re-energizing teams and realigning them around your business goals and customer needs.


Based out of Waterloo, Ontario, Canada


Supporting remote product teams


Aligning and activating teams around big picture goals


Workshop and program facilitation, coaching

Meredith Perez

Co-Founder, Facilitator and Marketing Consultant

Meredith brings years of experience in marketing and strategy development, rallying competing organizations around common industry goals. With a love for finding connections between differing points of view, Meredith channels that experience in creating high performing teams that prioritize sound decision-making to get good work done. You can find her on F1 race-days cheering on Max Verstappen with a croissant in hand, as per tradition.

Carlos Perez

Co-Founder, Facilitator and Innovation Consultant

With over 15 years of experience building up effective tech products and the teams that create them, Carlos is passionate about bringing people together around common goals to do their best work. He applies his educational background in Business Administration and his practical experience working with organizations of all shapes and sizes in the areas of product management, product design, and marketing. You’re also likely to find Carlos watching a Formula 1 race and spending time with Meredith and their daughter Arya.

Why we do it

Everyone deserves a sense of purpose about their work. We’re passionate about helping teams uncover meaningful roles and a clear sense of direction.

We’re driven by the question “Why wouldn’t we strive to make this more meaningful for everyone involved?” Because when each member of the team is aligned around a shared vision, we can build better teams and better products.

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