""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.""
"After years running an agency for big corporates, creative strategist Mickey Wilson realised her real passion lay in working with entrepreneurs. That belief led to the creation of Firestarter and its DARE methodology - Differentiation, Authenticity, Resonance and Expression - a framework to help businesses express what makes them uniquely valuable. "For me, branding is about freedom," Wilson adds. "It's the freedom to be yourself in business, to lead with purpose and to grow something that truly makes a difference.""
Firestarter helps scale-ups break away from B2B convention by blending creativity and psychology to build bold, distinctive brands. Founder Mickey Wilson moved from corporate agency work to focus on entrepreneurs after repeatedly seeing B2B businesses struggle to articulate differentiation. Firestarter developed the DARE methodology—Differentiation, Authenticity, Resonance, Expression—to surface and express unique value. Collaboration with business psychologist Chris Endersby expanded the approach to include brand behavior, internal experience, and adaptive strategy. The consultancy offers brand assessments, strategy, marketing, and team engagement, serving tech, consulting, clean energy and professional services clients across the UK, Europe and beyond.
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