BUILT ON A SIMPLE BELIEF:
following the rules has never made a woman rich, fulfilled, or free
I see business ownership as a vehicle for financial freedom, creative expression, impact and personal stretch. But most women are trying to build those businesses inside systems that were never designed for us.
While women are knee-deep in inner work, examining every supposed block, men are out there doing the thing. I don’t think women need more fixing. I think we need better infrastructure for our ambition.
Nothing changes the energy in a business – or a founder – like a well-aligned, beautifully articulated opportunity space: a clear game to play, a manifesto you actually believe in, and an elevated business model that makes sense of everything you’ve built.
That is the work we do at The Wild Ones. Brands with weight. Businesses with room to grow. Women who feel like they’re finally in their right size.
In love and wildness, Emma
5 PRINCIPLES OF FEMINIST BUSINESS
5 PRINCIPLES OF FEMINIST BUSINESS
Feminist business isn’t about who runs it — it’s about HOW it’s built
Our work is anchored in five principles that run through every strategy, brand and founder we work with:
01 | PROFIT AS AGENCY
Financial freedom creates choice and exchanging time for money is not it.
02 | VOICE AS VALUE
Visibility means nothing without a purposefully disruptive point of view.
03 | GROWTH WITH INTEGRITY
Scale should build value, generously, not just take it.
04 | PERSONALLY EXPANSIVE
A business that stretches you and lights fires, rather than putting them out.
05 | ROOM TO PLAY
Commercial opportunity: For evolution, stretch, innovation and longer-term reinvention.
“EMMA I’M LITERALLY CRYING RIGHT NOW - THIS IS SO PERFECT, EVERYTHING I EVER WANTED AND MORE.“
JESS JORGENSEN. FOUNDER - SPORESIGHT. CULTURAL FUTURIST. MYCOPHILE.
WHAT IT REALLY TAKES TO CHANGE THE TRAJECTORY OF A BUSINESS
The Wild Ones sits at the intersection of three things. Most people only do one.
Every space inside The Wild Ones – Studio, Society and School – is built from the same three ingredients, in different doses.
Meet the Team
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STRATEGIC RIGOUR
You have to understand the opportunity space you’re claiming. That means crystallising the nature of your ambition, reading the movements in your category and knowing the equities you already have to play with. Killer strategy loves clarity – no fluff, no wishful thinking.
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CREATIVE LEAPS
Creating something truly Expensive usually means putting a form into the world that doesn’t already exist. You won’t find it in your peers. It comes from bringing together fresh, provocative inspiration and asking real “what if?” questions until a new shape appears.
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FOUNDER EMPATHY
This work is personal. Deeper stretch requires deeper belief. It asks you to own your magic, stretch it beyond what feels comfortable and plan for your own fire so you don’t burn out in the process. We hold the strategy and the human at the same time.
“BEING IN THIS SPACE HAS FELT LIKE BALM FOR MY NERVOUS SYSTEM. I’M THINKING BIGGER THAN I EVER HAVE, BUT I’VE SHUT OUT THE NOISE AND IT’S BEAUTIFUL.“
THE WILD SOCIETY: A MEMBER
THE BRAINCHILD OF EMMA GAGE. BRAND STRATEGIST, RESTLESSLY AMBITIOUS FOUNDER & SOLO PARENT.
“in a world trying to keep women busy, the wild ones Is the BIG-THINKING ANTIDOTE.“
I care about this work as a strategist, as a founder and as a woman raising a daughter on my own.
I’ve spent over 25 years shaping brands and innovation projects for names like Nike, Google, L’Oréal, Netflix and the British Government – and the last five helping female founders build the next generation of high-value, culture-shifting businesses.
I’ve seen what happens when women build power on their own terms, and what happens when they contort themselves to fit someone else’s model.
The world is full of “three-step roadmaps” and quick wins. What we actually need is space to think bigger, to name what we truly want, and to back it with strategy that doesn’t collapse at the first sign of real opportunity.
That’s what The Wild Ones is here for.
Spend time with our
WANT TO SEE HOW THIS PHILOSOPHY PLAYS OUT IN PRACTICE?
Start with The Million Dollar Brand Playbook – the core frameworks I use with founders to build Expensive, IP-rich brands.
Or, if you’d rather listen, my short audio dispatch Hey 2025, WTF Is Going On? is a cultural pulse-check and a rallying cry.
THE FUTURE OF BUSINESS IS FEMINIST.
It’s sharper, smarter and wildly more human. We’re designing it in the Studio, the Society and the School.
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