Business Innovators Podcast – Details, episodes & analysis

In this episode of Business Innovators, we profile Bow Arts, speaking to its founder and CEO Marcel Baettig. The organisation was started in the 1990s to provide affordable studio space for artists. It has grown to become one of the UK's largest providers of creative workspaces.

Bow Arts is noteworthy for reinventing the business model for providing studio space. Marcel says when he was a sculptor looking for a studio, he couldn't find options that worked. Business models for renting studio space at that point were designed around "property, not artists."

Bow Arts set about turning the traditional model inside out. It pioneered what it called the "holistic model" (though Marcel disliked this description for being too hippyish!). The idea was to put artists, rather than property, at the centre of the business model for providing studio space. The 'holistic model' looked at the needs artists have (for income to provide food and shelter, space to produce work, development of skills, etc.) and works to meet them.

Pursuing the 'holistic model', Bow Arts expanded from providing affordable studio space to offering a whole range of support services for artists. It now provides everything from affordable accommodation to skills and training development to support for artists in marketing their work.

In the interview, Marcel Baettig identifies two essential elements of Bow Arts' approach that have brought it success:

1) Forming partnerships

2) Reinvesting

3) Being a service provider, not seeking to be the centre. 

A detailed breakdown of what's covered in the show is provided below.

1:07 - About Bow Arts Today

• Supporting 1,100+ artists with affordable workspace
• Partnership with 100 schools across London
• Reaching 15,000 young people annually

2:10 - Origin Story

• Searching for artist-centered support models

4:41 - Finding the Space

• 3-4 years searching for suitable property
• Discovering abandoned 35,000 sq ft building during recession
• Working with the landlord

6:33 - Rapid Growth

• Filled entire building in 3 months (expected 1 year)
• Incorporated and registered as charity within months
• Partnership model: artists built their own spaces

8:08 - Innovative Studio Design

• Semi-open plan model instead of isolated boxes
• Creating a "friendly studio" reputation
• Building collegiate artist community

8:47 - "Inside-Out" Model

• Reaching out to schools and businesses
• Creating work opportunities for artists
• Flipping traditional arts organization approach

10:02 - Charity vs. Business Model

• Why they chose charity status
• Rejecting "funder-facing" charity culture

12:11 - Social Enterprise Approach

• Removing capitalist profit extraction
• Reinvesting surplus back into services
• Pioneering circular economy model

13:52 - Gallery, Café & Learning Programs

• Original holistic vision for artist support
• Gallery as promotion space
• Café as community landing zone
• Educational outreach to local schools

15:42 - Artist Career Acceleration

• Traditional 15-year path to financial independence
• Accelerating timeline through professional skills
• Reducing reliance on low-paid supplementary work

16:49 - Housing Partnerships Begin

• 1995: London property market explosion
• Studio and talent crisis emerging
• Seeking long-term partnership models

18:35 - Creative Guardians Scheme

• Partnership with Poplar HARCA housing association
• Taking over residential spaces
• 120 live-work spaces for artists

21:33 - Community Impact

• Artists as active community members
• Working in local schools
• Community Arts Chest funding model

22:24 - Lessons Learned

• Poplar HARCA project: 8-9 years (planned 3-4)
• 2013: Artist exodus from London due to rising costs
• Adapting model based on experience

23:37 - Path to Property Ownership

• Started savings scheme
• Living on short-term leases for decades
• Need for permanence and stability

25:00 - First Purchase

• Nearly 30-year wait for first building
• Partnership with Mount Anvil and Peabody
• 26,000 sq ft space filled in 3 months

27:19 - Growing Property Portfolio

• Three properties purchased

28:00 - Financial Legacy

• Reinvesting into communities perpetually
• New funding model built for artists

28:55 - Key Success Principles

• Partnership
• Reinvestment over profit extraction
• Being a service provider, not the centre

Company links

• https://bowarts.org/

Show support:

• Ease of Mind Productions – making audiobook recording easy (easeofmind.co)

Connect with Us:

• Website: businessinnovators.global
• Email: info@businessinnovators.global

Feedback and suggestions are welcome! Please rate, subscribe, and share.

Wiggly Wigglers Episode Overview:

In this episode, we profile Wiggly Wigglers, a UK-based company specialising in bird food, natural gardening supplies, and composting products. Founded by Heather Gorringe in the 1990s, the company has grown through a combination of passion, persistence, and smart marketing.

Heather shares the story of building her business, offering practical insights and engaging anecdotes along the way. She discusses how to access specialised expertise without the burden of extensive people management, leverage Google Ads effectively, secure valuable free publicity through media relations, and build authentic customer connections on social media.

Heather distils her successful business approach into three 'essential elements':

1) Care about what you're selling

2) Persevere and be resilient

3) Adopt new technologies

Key Topics Covered

0:00 - Introduction
Heather introduces herself and her businesses: Wiggly Wigglers (composting and bird food), the family farm's regenerative agriculture mission, and her son's UK Mini Trucks business

1:19 - Early Business Beginnings
Heather talks about where her wish to start her own business came from and about her early entrepreneurial endeavours, including printing t-shirts, before she had the idea that stuck.

2:55 - Starting Wiggly Wigglers
Discovering worms as the fastest natural composters for sheep manure, researching composting kitchen waste, and adapting ideas from the USA

4:54 - Naming the Business & Early Funding
The trademark story behind "Wiggly Wigglers" and how she financed the company's launch

7:55 - Building Awareness Through PR
How press coverage became crucial for reaching the right customers and the importance of having a message that aligns with your values

8:24 - Turning a crisis into an opportunity
How a complaint from Trading Standards ended up providing the company with positive nationwide news coverage

11:29 - Manufacturing & Staffing Challenges
Adapting existing products, making what they could on the farm, and honest reflections on management struggles and staff turnover

12:59 - Finding the Right Team Model
Moving to a small, self-employed team structure with some long-term members

15:52 - Running Multiple Businesses
The synergies between Wiggly Wigglers, the farm, and supporting her son's lorry business; embracing variety over focus

17:57 - The Regenerative Agriculture Turning Point
How reading "Dirt to Soil" by Gabe Brown in 2020 transformed the farm's direction towards cover crops, no-till, and closing loops

19:56 - Social Media & Marketing Strategy
Nuffield scholarship in 2007, attending early podcasting conferences, the power of Google AdWords, and having fun with content creation

23:57 - Duchy of Cornwall Focus Farm Programme
Visits from Prince (now King) Charles and Prince William, the focus farm initiative, and being selected for the Royal Countryside Fund Project 2026

26:22 - Regenerative Farming Results
Measuring success: 67 different species counts, increasing carbon levels, and the commitment to becoming "soil farmers"

28:39 - Keys to Business Success
Perseverance, resilience, adoption of technology (including AI), and the privilege of running your own business on your own terms

30:11 - Future Plans
New biology lab project with fungi and bacteria experts, soil testing services for gardeners, and empowering the 10% of Britain that is gardens

Books and videos mentioned by the founder:

• Book | Dirt to Soil (2018) by Gabe Brown
• Video | The Duchy of Cornwall's 'Seven Seeds' (2025) A film following the Duchy of Cornwall's seven 'focus farms' as they transition to more regenerative farming methods.

Quotes from Heather Gorringe:

"It's fine to be different because that difference can be a driver for your business."

" You can have a great life with your own business because it enables you to do exactly what you want to do."

Company links

• Wiggly Wigglers
• UK Mini Trucks

Show support:

• Ease of Mind Productions – making audiobook recording easy (easeofmind.co)

Connect with Us:

• Website: businessinnovators.global
• Email: info@businessinnovators.global

Feedback and suggestions are welcome! Please rate, subscribe, and share.

Show Notes: Business Innovators Podcast: Amul

Episode Overview: In this episode, we explore the remarkable journey of the Gujarat Cooperative Milk Marketing Federation, better known as Amul. From starting out as a small-scale movement led by a small band of farmers to becoming a global dairy powerhouse, Amul's story is one of innovation, resilience, and the power of cooperation.

Dr K Suresh, Associate Professor in the marketing faculty at Anurag University in India, shares his expert opinion on the cooperative's marketing strategy. He zooms in on some of the dynamic ways it responded to the challenges of the Covid-19 pandemic.

Key Topics Covered:

1:25 - PART ONE: Delivering Value

1:28 - Founding story and mission

• Protecting farmers from exploitation by middlemen
• Founded by independence activist who worked with Mahatma Gandhi

1:50 - Business model: Balancing farmer and customer value

2:24 - Dr. Suresh on Amul's value philosophy

• "Value for money at both ends" - affordable prices for customers, fair pay for farmers

3:11 - Product diversification strategy

• Started with milk, expanded to ice cream, cheese, and more

3:38 - COVID-19 response: New product launches

• Amul Turmeric, Amul Haldi, Amul Ginger (immunity-boosting milk)
• 50% increase in UHT milk production for longer shelf life

4:56 - Investing in people development

• Institute of Rural Management (founded 1979)
• Early responsibility for professional managers
• Democratic structure nurturing grassroots talent

6:02 - Infrastructure and community development

• Making villages attractive places to live and work
• Dairy tours to instill farmer pride

6:33 - PART TWO: Investing in Marketing

6:42 - Brand name origin

• "Amul" derives from Sanskrit word meaning "priceless"

7:02 - Advertising campaign history

7:12 - Dr. Suresh on the 50-year advertising campaign

• Started mid-1960s, longest running campaign in the world. Below are examples from the campaign:

• Created iconic mascot: the Amul girl
• "Utterly Butterly Delicious" tagline

8:33 - Marketing adaptation during COVID-19

• Sponsoring mythological TV serials during lockdown
• Retro advertising: Replaying 1980s/1990s ads to tap into nostalgia

10:33 - Feature film strategy (1970s)

• Crowdfunded film about cooperative's founding struggles
• Commercial success and Academy Awards submission
• Used for farmer recruitment

11:28 - PART THREE: Fostering Collaboration

11:34 - Democratic structure and values

• 3 million farmer-owners with equal say
• Open to all regardless of religion, caste, or gender
• Embodies Indian Independence movement values

12:10 - Social mission and government support

• Empowering farmers near poverty line
• 1970s: European Economic Community donated surplus dairy products

12:34 - Overcoming opposition and smear campaigns

• Dr. Varghese Kurien's response to attacks
• "When power of the people is unleashed, it disturbs others"

12:59 - Scaling through collaboration

• Joining with other dairy cooperatives nationwide
• "One stick can be broken, a hundred together cannot"

13:20 - Partnership strategy

• Deals with American and European dairy cooperatives
• Direct delivery partnerships during COVID (500 resident welfare associations)

14:14 - Episode recap and closing

Episode sources

I Too Had a Dream by Verghese Kurien and Salvi Gouri

Amul's India : Based on 50 Years of Amul Advertising by Dacuncha Communication by Santosh Desai and the Gujarat Co-operative Milk Marketing Federation Ltd.

Links & Resources:

• Learn more about Amul: Amul Official Website
• Show sponsor: Ease of Mind Productions – making audiobook recording easy (easeofmind.co)

Connect with Us:

• Website: businessinnovators.global
• Email: info@businessinnovators.global
• Feedback and suggestions welcome! Please rate, subscribe, and share.

Thank you for listening to Business Innovators. Stay tuned for more stories and strategies to help you grow your company!

In this episode, we speak to Matt Golding, co-founder and head of the Communications Studio Rubber Republic. The agency was started in 2001.

It made a name for itself by creating fun, irreverent content that generated millions of views for some of the world's biggest brands. In 2019, the company pivoted to working exclusively for organizations that generate positive impact.

The episode is particularly relevant for listeners looking to realign their businesses with their values, implement flat management structures, and communicate in a way that connects.

In the conversation we explore the essential elements of the company's approach that have brought its success. Matt Golding summarises the three key essential elements of the company's success as:

• Openness
• Resilience
• Creativity

A detailed breakdown of what's covered in the show is provided below.

Guest: Matt Golding, co-founder and head of Rubber Republic.

Host: Eilidh Wagstaff

1:08 - Introduction - overview of Rubber Republic

1:42 - Origin Story — Starting the business at university with two friends; DIY ethic, teaching themselves animation, games, and film on a Mac G3

2:36 - Getting Noticed — Early political satire, playful content, and people in the media reaching out

3:18 - The "Say Yes to Everything" Model — Accepting jobs they didn't know how to do, learning on the fly, and delivering under pressure

4:30 - Building the Business — Incorporating, bringing on a financial director, learning business fundamentals with gentle mentorship

6:35 - Branching Out — Political satire campaigns, getting on national TV, promoting voting among young people, working with Paramount Films

9:05 - Recruiting & Culture — Early hiring mistakes; learning to communicate values rather than micromanage; empowering people

10:09 - Growing & Separating the Businesses — Cross-subsidizing divisions, then separating them for investment and professionalisation

11:33 - Questioning Business Norms — learning where traditional business rules help and where they don't

12:28 - The Tax Conversation — Realising advisors were automatically minimizing tax

14:11 - Taking Over Rubber Republic — Running it independently; the challenge of losing co-founder balance

15:10 - The "10x the Price" Decision — Choosing to charge 10x more instead of doing 10x more work; mapping out what quality actually costs

16:37 - Pricing Strategy in Action — Landing major brands like Disney and eBay

18:50 - The Pivot to Impact — 2019 shift to working exclusively with positive-impact organizations; buying out shareholders

20:58 - Running as a Not-for-Profit — Operating lean, scaling impact not finances, bringing people together on projects

22:01 - Questioning Growth — Why bigger doesn't always mean more impact; flexible business models

23:06 - The Antidote Project & Podcast — "Screw This, Let's Try Something Else"; telling stories of community-led change across energy, food, homes, and decision-making

24:30 - Empowering Communities — Helping people at community level build the world they want; partnership with Immediate Media

26:36 - Three Key Principles — Openness, Resilience, Creativity

Resources mentioned:

• 'Screw this...Let's try something else' podcast: https://podcasts.apple.com/gb/podcast/screw-this-lets-try-something-else/id1863391095

Company website:

https://www.rubberrepublic.com/about/

Show support:

• Ease of Mind Productions – making audiobook recording easy (easeofmind.co)

Connect with Business Innovators:

• Website: businessinnovators.global
• Email: info@businessinnovators.global
• Feedback and suggestions welcome! Please rate, subscribe, and share.

Thank you for listening to Business Innovators. Stay tuned for more stories and strategies to help you grow your company.