The most dynamic brands redefining FMCG, food & beverage, lifestyle and retail today, share one defining trait: they’re more often than not founder-led. These businesses don’t just compete, they redefine categories.
Research shows founder-led brands fuel 25% of market growth despite being only 2% of the market share. Yet, 85% lose momentum post acquisition. That’s a troubling figure and one that matters deeply to investors, boards and founders alike.
Why? Because the “magic” that sparks a founder mission is hard to bottle. It’s not just a product or a brand logo or a set of formal brand guidelines, it’s vision, belief, contrarian instinct, speed of decision-making and deep customer connection. When growth adds layers of management and process, it’s easy for conviction and authenticity to fade.
The irony is that this isn’t just about sentiment. Having worked for and alongside many founders in businesses including at Green & Black’s and Pret A Manger, I have seen at first-hand how preserving brand soul has a measurable impact on commercial performance and valuation. Lose it, and growth eventually slows. Protect and nurture it, and you can unlock material long-term value.
At founder + future, our founderproof® approach helps codify and scale founder magic through key inflexion points including founder succession, team building, investment and acquisition. It gives businesses a way to grow without compromise.
Founders don’t need to choose between expansion and authenticity. With the right systems, strategy, team and mindset, they can have both.
We launched founder + future to support exactly that journey, helping businesses scale while protecting what makes them extraordinary. If you’re a founder, investor or leader facing growth, my message is simple: protect the spark and the value follows.
About founder + future
founder + future is a brand growth advisory with offices in Sydney, Melbourne and London. Working at the intersection of brand, business strategy and investment, the consultancy partners with FMCG, food & beverage, lifestyle and retail businesses at critical growth moments to unlock long-term brand value.
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