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About

Two leaders. Complementary strengths.

The Curated Purpose is led by Andrea and Will McGinniss, bringing complementary executive strengths to every engagement.

Andrea McGinnissWill McGinniss
Andrea and Will McGinniss · Middle Tennessee

Together they bring more than twenty-five years of leadership across nonprofit organizations, international work, organizational growth, fundraising, operations, team leadership, and organizational development — including leading multicultural, multigenerational, and geographically distributed teams through growth, crisis, transition, and change.

Andrea works at the intersection of strategy and execution. Will works at the intersection of leadership, relationships, communication, and alignment. People and systems. Vision and follow-through. That is the pairing.

Sometimes the problem is operational. Sometimes it is relational. Usually, it is both. That intersection is where The Curated Purpose does its best work.

Organizations typically come to us disorganized and stalled. Our goal is for them to leave aligned and moving.

How we are built

Execution Lead. Alignment Lead.

In Working Genius language, Andrea is Discernment and Tenacity. Will is Galvanizing and Enablement. Together they form a hand-off: vet, rally, support, complete — so a vision does not collapse under its own weight.

DT · Execution Lead

Andrea McGinniss

The Judicious Accomplisher

Andrea is not just a doer. She is a prudent doer — combining intuitive judgment with relentless follow-through so the work being done is high-quality and actually necessary.

  • Discernment

    Pattern recognition and gut-level evaluation. She can look at an idea and sense pitfalls or improvements without needing exhaustive data.

  • Tenacity

    The closer. She draws energy from crossing the finish line and ensuring a project is completed to the required standard.

GE · Alignment Lead

Will McGinniss

The Enthusiastic Encourager

Will supplies the energy that moves a project from thinking into acting — then stays close enough to remove the friction that would otherwise stall the people doing the work.

  • Galvanizing

    The catalyst. He rallies people, breaks the analytical loop, and pushes for a go decision once an idea has been vetted.

  • Enablement

    Quiet, responsive assistance. He keeps the wheels turning — clearing obstacles, lining up resources, and holding the people through the grind.

Andrea McGinniss

Co-founder

Andrea McGinniss

Co-founder · Execution Lead

The intersection of strategy and execution.

Andrea’s experience includes executive nonprofit leadership, organizational operations, financial and governance infrastructure, team accountability, systems development, organizational assessment, and implementation. As Executive Director and CEO of the Hands & Feet Project (2018–2025), she led a complex organization across Haiti and Tennessee — more than 200 employees, multiple cultures, and seasons of growth, crisis, and change. She turns organizational priorities into structures that can actually support them.

She leads

  • Execution architecture
  • Organizational assessment
  • Operational strategy
  • Accountability
  • Systems
  • Organizational structure
  • Fractional executive leadership

StrengthsFinder

Achiever · Responsibility · Relator · Significance · Competition

Working Genius
DT · Judicious Accomplisher
DISC
Conductor / Implementor
Myers-Briggs
ISTJ · The Logistician
Enneagram
8 · Protector / Challenger
Will McGinniss

Co-founder

Will McGinniss

Co-founder · Alignment Lead

The intersection of leadership, relationships, communication, and alignment.

Will’s background spans nonprofit leadership, donor and relationship development, team leadership, live events, creative industries, ministry, and organizational culture. A co-founder of Audio Adrenaline and a two-time Grammy Award winner, he co-founded the Hands & Feet Project in 2004. His work has required him to build trust across diverse audiences, align people around shared purpose, navigate complex relational environments, and move ideas forward through communication and influence.

He leads

  • Leadership facilitation
  • Culture and team alignment
  • Relational dynamics
  • Communication
  • Influence
  • Stakeholder engagement
  • Organizational buy-in

StrengthsFinder

Developer · Includer · Achiever · Belief · Positivity

Working Genius
GE · Enthusiastic Encourager
DISC
Promoting Relator / Persuading Conductor
Enneagram
7 · Enthusiast
Posture
Builder · Connector · Implementor

The hand-off

How the work actually moves.

They do not overlap for sport. Each person owns an altitude so the project can move without burning the people carrying it.

  1. 01

    Stress-test

    Andrea · Discernment

    Before an idea becomes work, Andrea pokes holes. She names what is weak, what the labor will actually cost, and whether the finish line is real.

  2. 02

    Rally

    Will · Galvanizing

    Once the idea is vetted, Will turns it into a go. He aligns people, names the marching orders, and supplies the kick-off energy a closer needs in order to start.

  3. 03

    Enable

    Will · Enablement

    During implementation, Will switches modes: resources, roadblocks, administrative friction. He keeps the team able to stay going.

  4. 04

    Close

    Andrea · Tenacity

    Andrea owns the last stretch — checklists, quality, and the definition of done — so the work is finished, not merely announced.

For the visionary in the room

Built for leaders who can see it before the systems can hold it.

Most of the organizations we serve are led by people who invent and discern well — and then stall between a good idea and a finished result. That is the gap this pairing was made to close.

Bridging the gap to completion

Visionaries often lose interest once an idea is invented and vetted. Andrea finds energy in the final stretch. She takes a sound idea and makes sure it does not die on the vine.

Breaking the analytical loop

Two people who love to refine can refine forever. Will is the one who says we have talked enough — we are doing this — and then stays to make doing it possible.

Protecting capacity

New ideas feel like oxygen to an inventor and like moving goalposts to the people responsible for finishing. Andrea guards the finish line. Will translates only what has been vetted.

Executing with a standard

Excitement is not a definition of done. Andrea brings the tenacity for minutiae — checklists, deadlines, quality — that visionary work often skips. Will makes sure she is not left alone in the grind.

Meeting at the right altitude

Different rooms. Different owners. A clear outcome.

Effective teams meet at the altitude the work actually needs — so the person ready to finish is not trapped in another brainstorm, and the person ready to rally is not sitting through a post-mortem.

Stress-test

Andrea leads · Will listens for who must be rallied

A vetted, workable plan — or a clean no.

Launch / kickoff

Will leads

Shared enthusiasm, named owners, a real start.

Check-in / support

Will enables · Andrea tracks progress

Obstacles removed. The finish line still visible.

Final review

Andrea leads · Will holds the people through it

Completion to the required standard.

Two staff members reviewing maps and a roster at a worktable.

The years underneath

Built in real organizations, not on a whiteboard.

Before The Curated Purpose, Andrea and Will spent years inside the Hands & Feet Project — a ministry they helped build from Audio Adrenaline’s stage into children’s villages in Haiti, and later into a complex U.S. and Haiti operation with more than two hundred staff. They know what it is to grow something that outruns its systems, and what it costs when structure lags behind calling.

Will’s other work — as CEO of Haiti Made and Beyond Borders — taught the same lesson from another angle: creative work still needs operations, relationships still need stewardship, and a mission still needs a calendar.

Work with us

If your organization is in a season of growth, transition, or honest inventory — we should talk.

Start with a conversation