What does it mean to build a truly Human-First business - an engaging culture where people are empowered to do their best work, and to grow both personally as well as professionally?

How do you manage the tension between Starting Up and Scaling Up - the fluidity of a creative start-up versus the structure and organisation that are then needed for growth?

And how do you preserve, enhance and evolve your people-centric culture as you grow - the very thing that made you unique and successful in the first place?

This is a book about people. It tells the story of the first 25 years of Brand Genetics, a human-first insight and innovation marketing consultancy. Using an A-to-Z structure, it highlights 26 different key learnings and challenges. Each chapter is brought to life with a series of real-life human stories and illustrations, summarised into key take-outs.

This is an easy-to-read guide for anyone who is starting up or scaling up their own business - or anyone who really cares about company culture, and wants to create a uniquely human work environment