London-based consultancy Firestarter is helping scale-ups break away from convention, blending creativity and psychology to build bold, distinctive brands. Founder Mickey Wilson tells us how it started, how it’s evolving, and why authenticity matters more than ever. What was the inspiration behind Firestarter? After years running an agency for big corporates, creative strategist Mickey Wilson realised her real passion lay in working with entrepreneurs. “What lit me up was helping founders bring their ideas to...