Meet Your Team

Of M-Shaped Experts

What is an M-Shaped person?

M-shaped people combine breadth, depth, and the ability to connect ideas across multiple disciplines. They bring perspective, creativity, and systems thinking to complex problems, integrating strategy, creativity, and human insight to deliver more connected solutions. In a world where boundaries between fields are dissolving, M-shaped people turn intersectional thinking into an advantage.

Ian Foulds

FOUNDER
Specialisms:
Marketing
Research (Qual & Quant)
Behavioural Insights
Organisational Health
Background:
Ian brings over 15 years in leadership roles across Strategy and Insight in the UK and Australia, and more than 25 years designing, running and analysing research for B2B and B2C clients. He has applied behavioural insights for organisations across health, finance, publishing, technology and FMCG, helping translate data into practical strategy. Over the past decade, Ian has focused on improving organisational health, developing structures and tactics that strengthen services-based businesses in both commercial and not-for-profit sectors.
Nick Prowse

CREATIVE DIRECTOR
Specialisms:
Marketing
Creative Direction
Behavioural Insights
Transformation Strategy
Background:
With over 20 years’ experience in marketing and creative leadership, Nick has worked across Australia, the UK and Europe, helping brands turn complex business challenges into clear, creative solutions. His career spans agencies and consultancy roles, combining behavioural insight, brand strategy and executional direction. Nick focuses on building alignment and momentum within organisations, bringing people, ideas and purpose together to create meaningful, measurable progress.
Nova Jusin-Hoven

LEGAL
Specialisms:
Ethics
Compliance
Social Justice
Technology
Background:
Nova has more than 25 years’ experience delivering professional services across multicultural teams in Dubai, the UK and Australia, and over 20 years researching and applying ethics in business, legal and technological contexts. She has led the development of industry programs and events for the legal profession on topics spanning technology, compliance and social justice. Nova is currently pursuing an MA in Bioethics with a focus on technology, including AI, nanotechnology and human agency.