Ali Richards thrives on positivity.

She also believes good can come out of misfortune.

And with good reason.

Four years ago things looked very bleak.

Shortly after moving to Dorset from Nottingham, Ali received devastating news.

She was diagnosed with throat cancer on the base of her tongue.

Ali, then 55, said: “I was absolutely shocked but so was my GP.

“I didn’t have the risk factors that many people have such as smoking.

“In my case it was caused by a virus.

“Sheer bad luck.”

In Ali’s words, the “marvellous NHS” kicked into action with six months of intensive treatment.

She said: “You’ve got to get through it and I was determined to do so.

“You take one day at a time but I wanted to see my son grow up and, one day, retire with my husband.”

Hopes that the treatment had been successful were dashed the following year when major surgery was required to remove lymph nodes in Ali’s neck.

Now 59, Ali is full of praise for the NHS and the love and support she received from family and friends.

In particular, her husband of 32 years, Steve, who is the Strategic Director: Operations at Poole Housing Partnership Ltd.

She said: “He was everything, my chauffeur, social secretary, chef, cleaner and all the rest.

“I can’t speak highly enough of him and all the other carers.

“They were just wonderful.”

Until her cancer diagnosis Ali’s career had been in marketing.

A 21-year high-flying corporate career included Marketing Director at Alliance Healthcare and Boots International.

Two to three weeks every month were spent travelling to destinations across the globe.

In 2008 Ali founded Purple Tree Marketing, a consultancy she transferred to Dorset on moving here.

But, prompted by her battle against cancer, she decided to look afresh at her work life.

Ali, who has a son, Callum, 27, said: “I’m a great believer that out of misfortune can come good.

“I always try to look at things in a positive way.

“I absolutely love to meet and talk to people and help them succeed.

“I retrained as a restorative justice practitioner, working with Restorative Dorset and bringing together victims of crime and offenders.

“I also helped other cancer patients who were going through what I had.

“My experiences made me think that it was time to do something different from marketing.”

It led to Ali, who lives in Lower Parkstone, renaming her business Purple Tree Coaching and specialising in business and personal coaching.

Ali said: “I’ve actually been coaching since 2004.

“I now work with professionals and business owners, particularly those transitioning from employment to self-employment and SMEs, who want more.

“I help them to gain clarity, direction, remove blocks and achieve their personal and business goals through coaching and mentoring.

“My experience, both in corporate life, running my own successful marketing consultancy and overcoming personal adversity definitely helps.

“I have a lot of clients and I love seeing them succeed.

“They tend to be 30 upwards but are a very broad group.

“I work on a one to one basis and find it incredibly interesting and satisfying.

“Wherever possible I like to get people to help other people.

“I’m really happy being me but I’m always open to collaborations with other people.”

Ali said the pandemic would inevitably lead to more seeking help in both their personal and professional lives.

She added: “My own experiences have given me a real empathy as well as the resilience and confidence needed to help others.

“It’s so satisfying to see my clients grow and succeed.

“I just love helping people to achieve their goals.”

• purpletreecoaching.com