What if we designed businesses like we design products—intuitive, human-centred, and easy to use? Exploring the early design of two new ventures, drawing on principles from The Design of Everyday Things to shape everything from culture to communication. Inspired by thinkers like Don Norman, Ricardo Semler, Jason Fried, and Paul Graham, it’s a blueprint for a simpler, smarter, and more empowering way to build a company—one that’s as much about how it feels as how it functions.

After five years off the grid, I’m back with a renewed drive to build. Reflecting on my journey from founding Orange Bus to growing it into a global digital agency and navigating the chaos post-acquisition by Capita PLC. It’s a story of pride, frustration, corporate dysfunction, and the toll on creativity. Now, with the past behind me, it’s time to focus on building meaningful, enduring companies once again.