I grew up in working‑class Yorkshire amid miners strikes and poll tax riots, the son of free‑thinking parents who treated kitchen‑table debates as sport (with my 3 brothers). University never stuck, I wanted to make things; the late‑90s dot‑com boom did. I cut my teeth in code and design, then spent two decades in global agencies amplifying business for the likes of Nike, Chanel, Samsung and others—work that won lots of awards, but left a bigger question unresolved: to what end? In 2017 I co‑founded Mustard Brand Studio to fuse creative craft with behavioural design, helping companies build growth models that are not only profitable but ethically hard‑wired. Today I have just launched Insurgent, a venture‑studio and fund backing regenerative businesses that treat the planet and people as non‑negotiable stakeholders. The only way to out‑perform extractive incumbents is to out‑compete them. I believe courageous leadership now means pairing commercial rigour with systemic rebellion—“pirates with spreadsheets”. Our work centres on turning bold ideas into market forces strong enough to bend the future in the right direction.