If you want to build a career—or a company—that lasts, stop trying to replicate what worked last quarter.
That’s the core message from brand strategist and We First founder Simon Mainwaring in this episode of Business Schooled. Reflecting on his own transformation from advertising creative director to purpose-driven entrepreneur, Simon shares how a moment of personal tragedy reshaped his definition of success.
He challenges the assumption that fulfillment is an external reward—job title, salary, status. Instead, it’s an inside-out engine fueled by service and aligned values.
Simon doesn’t just speak in philosophy. He offers three clear steps for anyone looking to lead change:
- Choose to lead. Not symbolically. Actually. Every small decision compounds: from what you drive to where you work.
- Define your personal purpose. Ask yourself: What problem do I exist to solve? What am I the “only” of? When am I at my best?
- Act where you are. Purpose isn’t reserved for CEOs or sustainability teams. Whether you’re in finance, HR, or R&D, your role can support systemic change if you connect it to something bigger.
Why now? Because the stakes have shifted. Investors, regulators, and even consumers are no longer sitting on the sidelines. They’re demanding business be part of the solution—to climate change, inequality, and more.
Simon calls this moment an “inflection point.” And it’s one where all stakeholders—from boardrooms to back offices—are finally pointed in the same direction.
So don’t build your strategy on outdated models. Back out of the future. Envision where we need to be—and work in reverse to get there.