London-based consultancy Firestarter is helping scale-ups break away from convention, blending creativity and psychology to build bold, distinctive brands.
Founder Mickey Wilson tells us how it started, how it’s evolving, and why authenticity matters more than ever.
What was the inspiration behind Firestarter?
After years running an agency for big corporates, creative strategist Mickey Wilson realised her real passion lay in working with entrepreneurs. “What lit me up was helping founders bring their ideas to life,” she says.
Time and again she noticed brilliant B2B businesses struggling to articulate what made them different. “There’s such pressure in B2B to play it safe – to look the part and follow convention. But I wanted to prove you could be playfully creative and still be taken seriously – in fact, maybe even more so.”
Support authors and subscribe to content
This is premium stuff. Subscribe to read the entire article.
Login if you have purchased
