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Jon Purpura (USA)

Jon Purpura is an expert in negotiation, leadership and organisational development who spent more than 30 years at United Airlines, one of the world's largest airlines. Over his career he held senior leadership roles in international sales, strategic partnerships, entertainment and media, and business development. At United Airlines, Jon led and took part in complex, high-stakes negotiations, including billion-dollar commercial agreements. His work required balancing competing interests, finding common ground between diverse stakeholders and building solutions that create long-term value. This experience shaped one of his core negotiation principles: the strongest negotiators don't just defend their position – they seek to understand what truly matters to the other side. Today Jon is the founder and principal of Elevate Advisory, advising leaders on leadership, communication, negotiation and organisational change. He is a Certified Professional Co-Active Coach (Co-Active Training Institute) and holds specialist certificates in stress management and positive psychology from Harvard University. In his talks, Jon combines hands-on business experience, psychology and leadership principles. He places particular emphasis on recognising and challenging assumptions, listening before judging, and staying curious when faced with different perspectives. He believes successful negotiation starts not with the ability to persuade the other side, but with the willingness to understand their point of view.