Over my career I’ve worked with countless startups – some of which have gone on to become household names. The ones that stand out offer more than great products or clever marketing. They have a beating heart. They create moments that make people feel – joy, excitement, pride, nostalgia.

In the fast-paced world of digital advertising, influencer marketing has emerged as one of the fastest-growing sectors. The allure of having someone with a massive following sing praises about your brand is so compelling that it often makes founders forget a simple truth: the most inspirational influencer is, in fact, the founder themselves.