SERIOUS AMBITION. REAL VALUATION.

WHAT THIS IS

I work with founder-led businesses at the moment ambition outgrows the current structure.

You've built something real. Now it needs architecture.

I define the belief you're here to stand for. The space you're here to own. The narrative that builds authority in your category. The guardrails that stop every good idea becoming a detour.

Once the spine is strong, we stretch. New innovation territories. A belief-led brand world. A founder platform with real leverage. A business model built to scale without losing what makes it yours.

That's how ambition becomes valuation.

The method behind this work is called The Playground.

THE THINKING BEHIND THE WORK

THERE'S ALWAYS A MOMENT WHEN YOU KNOW WHAT GOT YOU HERE WON'T GET YOU THERE.

When that moment arrives, that's where the work comes in.

WE WORK IN THREE WAYS

CONSULTANCY

01/ Strategic Projects

For founders at a key inflection point. When the direction needs defining, the position needs shifting or the next phase needs building from the ground up.

From a focused three-week Sprint to a fuller Reimagining. Either way, the work is the same: step outside the current frame and build something stronger.

Often the starting point for an ongoing relationship.

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facilitation

02/ Strategy Days

Structured innovation days built around a specific area of the business — product and service, brand activation, IP and assets, the next strategic move.

Founder intensives, ideally in person. Or team days when the thinking needs to spread further.

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partnership

03/ Strategic Counsel

Ongoing strategic partnership with a small number of founders.

This is the work I find most valuable and where the most significant shifts happen. Not delivering outputs at intervals, but operating as a thinking partner inside the business. Shaping decisions over time. Seeing what's coming before it arrives.

The kind of thinking most businesses only access at board level.

This is usually where a project leads.

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Join the women inside the society

LUCY SHERIDAN

personal brand, uk
From: Recognised authority in a tightly defined niche To: Scalable platform with room to expand
Moved beyond a position that was limiting growth. Expanded into a broader, more valuable space. Restructured the model to support higher-value work and new opportunities.
A business no longer constrained by its original niche. Expanded audience, revenue potential and partnerships.
A personal reinvention.
CORRIN ARASA

Founder, PATINA, NYC
Repositioned the business beyond its category. Expanded the model to unlock new revenue pathways and long-term optionality. Built a founder platform to extend influence and opportunity.
A stronger market position. A business structured for growth and future exit. A founder no longer constrained by the original model.
Not more visibility. A different trajectory.
JESS JORGENSEN

Founder, SPORESIGHT, UK
A powerful, unconventional idea without a clear business structure To: Category-defining brand and commercially viable model
Turned an unconventional idea into a structured business. Built the brand, platform and commercial model in tandem. IP and assets, personal brand and business brand created together.
A fully formed business with clear direction and value. A platform designed to scale and attract opportunity.
An agency concept. Future-proofed.
CONNIE MCINNES

Founder, R-STUDIOS, CANADA
From: Multiple successful studios operating independently To: Unified masterbrand with scalable IP
Unified the business under a single brand and philosophy. Supported a funding round with the Canadian government. Created the playbook for geographical expansion. Built a proprietary class concept as licensable IP.
A clear path to scale. New revenue through licensing. Commercial potential exploded well beyond the original footprint.
SEDGE BESWICK

PERSONAL BRAND, UK
From: Scattered portfolio, multiple directions, unclear proposition To: Unified personal brand with a single strategic thread
Brought together everything she does, believes and stands for under one coherent position. Built the thought leadership platform and commercial architecture around it.
Not a simplification. A clarification.
When the positioning is right, the right opportunities find you.
ALICE MERRIMAN

Founder, Dukes Boots, UK
From: A powerful idea without a business around it To: Investment-ready brand built to claim premium territory from day one
Built the complete brand world from scratch. A high-value cultural story, a distinct aesthetic position and a funding pitch designed to open the right rooms before a single boot was sold.
Not built to launch. Built to last.