The old rules of building businesses no longer work — especially for women.
This thinking sits behind everything we build at The Wild Ones.
The Shift - A Founder Perspective on Value, Power and Leverage
Most business advice is built for speed, scale and surface-level success.
It rewards visibility over substance, optimisation over originality, performance over longevity. For a while, it worked.
But for many women — especially those building thoughtful, ambitious businesses — the cracks are showing.
The formulas feel hollow. The pressure to package yourself feels misaligned. Growth has become louder, but not necessarily better.
What’s emerging instead is a different way of building.
One that values depth over hacks. Clarity over noise. Worldview over tactics.
This is the shift we’re responding to.
Not by rejecting ambition — but by redefining what it’s built on.
A DIFFERENT WAY OF BUILDING
The Wild Ones exists for founders who want to build businesses that last — culturally, creatively and commercially.
Businesses designed to evolve.
To stretch with you.
To hold multiple chapters of ambition.
When the foundations are right, growth stops feeling brittle.
Brand becomes more than how you show up.
It shapes how you decide, what you protect, and what you build next.
That’s the work we do here.
Deep, strategic thinking — built for the long game.
Emma holland | founder | strategy partner | speaker
THE THINKING behind THE WORK
I work with founders at moments of stretch.
When what’s been built no longer fits — the ambition has shifted, the business has outgrown its story, or the old models are starting to feel misaligned.
I’m Emma Holland — founder of The Wild Ones, and a strategic partner to founders who want to build businesses that last.
My work sits at the intersection of brand, business and ambition — helping founders build platforms that can evolve, scale, and hold weight over time.
Sometimes that looks like reimagining a brand or business from the ground up.
Sometimes it’s sharpening the thinking so the next move is clearer, braver, and more aligned.
Across Studio, Society and the School, the throughline is the same:
Clarity before scale. Depth over noise. Strategy that actually earns its ambition.
This is long-game work — for founders who want to build something meaningful, valuable, and built to last.
SELECTED CONVERSATIONS FROM THE WILD ONES HAVE APPEARED IN…
IN PRACTIcE
This thinking shows up at different moments for different founders.
For some, it’s the early work — shaping a business that’s built with intention from the start.
For others, it’s a reset — when growth has outpaced clarity, or the story no longer carries the weight of what’s next.
I work across brand, business and ambition — helping founders design platforms that can evolve, scale, and hold multiple chapters over time.
Sometimes that work is visible.
Sometimes it’s structural.
Often, it’s the decisions that come next.
Notes from the studio floor
The Wild Edit
If the thinking here resonates, you can stay close to the work through The Wild Edit.
These are notes from inside the studio — what I’m seeing, what’s shifting, and what founders are really grappling with beneath the surface.
No playbooks. No performance. Just the thinking behind the work.