• The StudioThe Studio()
  • PortfolioPortfolio()
  • AboutAbout()
  • OpinionsOpinions()
  • ContactContact()

The New Era of Ideas

We’re building at a time of superabundance.

The opportunity has never been bigger.
Neither has the competition.
Winning founders are building beyond the obvious.
Get The Field GuideGet The Field Guide
Ringed hands browse rows of vinyl records

© The Wild Ones - Strategic Rigour + Imagination

business, but wilder *

The Wild Ones

  • About
  • Services
  • The Studio
  • The Founder
  • Portfolio
  • Opinions
  • Contact
  • Privacy Policy
  • ·Terms of Service
  • ·
Design by WOB Studio Build by Haley Withers

THE BARRIER TO ENTRY HAS NEVER BEEN LOWER.

[ * ]

It’s never been easier to make something.
A product can go from idea to market in weeks. Expertise can become a business. Technology can compress work that once took teams into an afternoon. Audiences can be reached in minutes.
That’s extraordinary. It also means the floodgates are open.
When products, services, content and competent execution are abundant, simply making more isn’t enough.
The advantage moves upstream.
Towards judgement. Point of view. Meaning. Imagination. And the strategic idea underneath the business.

The New Era of Ideas

The Real Scarcity: Ideas With Gravity

Features can be copied. Services can blur. Categories can fill up with increasingly polished versions of similar things.
The interesting businesses create another kind of advantage.
They find a space they have permission to own and an idea strong enough to organise the business around.
Something capable of shaping what they stand for, how they behave, what they build next, who they matter to and where they have permission to go.
That is an idea with gravity.

What if the thing you sell isn’t the biggest thing you’re building?

The product, service or expertise making money today matters.
But it may only be the first expression of a much bigger opportunity.
The real asset is the space your business comes to own.
A valuable strategic territory gives you somewhere to keep creating. It can increase pricing power, deepen allegiance, attract media and partnerships, open new revenue streams and give the business permission to stretch into new products, audiences or categories.
It creates options.
The product proves something works.
The space you own determines how far the business can go.
Get The Field GuideGet The Field Guide
Person reviews printed documents and design layouts spread across a table

There’s another game to play.

Most businesses spend enormous energy asking: How do we sell more of what we already have?
A more interesting question is: What could this business become more valuable for?
One optimises the current expression. The other asks what bigger strategic space the business has permission to occupy.
You still need distribution, visibility and brilliant execution.
But now all that effort is building towards something with stretch.

Building In The New Era Of Ideas

This Field Guide explores five beliefs we use when helping founders find the bigger opportunity inside what they’re building.
01 Sell Ideas, Not Products
02 Your Edges Define Your Value
03 Strategic Hyper-Focus Is Your Friend
04 Layered and Interesting Wins Hearts
05 Big Brand Energy Shortcuts The Journey
It will challenge you to think beyond the thing you currently sell, get clearer about the job your brand needs to do, make bigger moves at the altitude of your ambition and build enough stretch into the business to keep creating as the world changes.
There’s deliberately no step-by-step formula.
It’s designed to get you out of the day-to-day and asking better questions about what the business could become.
Get The Free Field GuideGet The Free Field Guide
Woman holding a small dog in a kitchen

Emma Holland

[ & Ophelia. Maltipoo. ]

The founder

25 Years Shaping Brands, Businesses & Culture.

I’m Emma Holland, founder of The Wild Ones.
I’ve spent 25 years solving commercial problems through strategy, culture and imagination for businesses including Nike, Disney, Netflix, Google, Unilever and L’Oréal.
My career has moved through advertising, communications, cultural intelligence and innovation, which means I look at businesses from more than one angle.
Now I bring that thinking to founder-led and entrepreneurial businesses where the strategy sits closer to the people making the decisions and the next move matters.
This is why your Field Guide is worth reading.
Get in touchGet in touch

“This is the work that enabled me to pitch to a room full of investors and walk away with a high-profile celebrity backer and an opportunity to break into the US.”

- Serial Entrepreneur

ALWAYS OPINIONATED: BRAND, BUSINESS, CULTURE.

Your Business Can Be Bigger Than The Thing You Sell

Bigger doesn’t have to mean more people, more complexity or more hours.

It can mean occupying a more valuable space. Creating more routes to revenue. Building assets that compound. Having permission to innovate, stretch or pivot as the world changes.

It can mean having more choices.

The question is whether the idea underneath the business is big enough to hold where you want to go.

Get The Free Field GuideGet The Free Field Guide

Get the guide

Send it to my inbox.

By requesting the guide, you’ll also join The Wild Side. Unsubscribe whenever you like.

2026