
the independent brand strategy partner for businesses, founders, startups & agencies
brand strategy
& storytelling
from day one… or day 1,001
welcome
I work with businesses, founders, start-ups and agencies as an independent brand strategy partner, whether building for the first time or starting over.
Every project is powered by The RI System™ (Rapid Instinct), my proprietary way of combining 25 years of strategic experience with a modular, pace-driven process.
The result is a Living Strategy™: a clear, adaptable set of decisions that shape your brand, keep it active and drive action.
From founder sessions and full brand strategies to rapid sprints like Pitch Perfect, The RI System™ delivers:
+ Positioning and messaging foundations in days.
+ Brand stories that secure investment and guide growth.
+ Original, SEO-viable and culturally safe brand names.
+ Cultural moment maps that identify opportunities before they happen.
The RI Sytsem™ is build for the pace of today.
Read about how it works here.
The Work
What is a Living Strategy™?
Living Strategy™ is a practical, adaptable approach to brand strategy that evolves with your business. It’s not just a document – it’s a dynamic system that informs decisions, aligns teams and drives action.
I developed it to keep strategy useful, relevant and actually used. It shows up in everything I do – from brand sprints to pivots – helping clients move faster and stay sharp.
Think of it like Waze, not a printed map. It updates, adjusts, and keeps you on course when things change.
I’m here for the all
the STARTUPS, UP-STARTS,
START-AGAINs & never-stops
Lucky Start is for people who want to think smart and move fast.
Startups: building strong foundations from day one.
Up-starts: making a mark and creating change.
Start-agains: pivoting, rebranding or returning stronger.
Never-stops: agency teams and comms leads who want sharper strategy to cut through the noise.
For new launches, rethinking, stronger positioning, and storytelling that lands with impact.
For a fresh, lucky start.
FREE STRATEGY MOT
20 MINUTES OF CLARITY
You bring the challenge, I’ll bring the thinking
Ben Brooks-Dutton, Lucky Start founder
“I build strategy not slides. powerpoint is where strategy goes to die. That’s why I created Living Strategy™ - to ensure your strategic thinking is embedded in daily actions, not buried in decks.”
I’m Ben. I’ve spent over 25 years working across brand consultancy, storytelling, inclusion and strategy.
I’ve worked with global brands, startups, founders and agencies, including The Coca-Cola Company, Estée Lauder, Amazon and Boots.
I’m also a Sunday Times bestselling author, and I’ve written for The Times, The Guardian and more.
Words matter to me - but only when they have meaning.
Strategy too often gets lost in waffle. Too many decks. Not enough direction. Too much fluff. Not enough focus.
I started Lucky Start to change that. If you’re interested, you can read more about my motivations over on my blog.
already started

shall we get started?
I work with startups, founders and brands on everything from naming and tone of voice to brand storytelling, brand positioning and strategy.
If you’re not sure where to start, that’s fine. Most of my clients don’t, until we talk. Drop me a message or book a quick call and we’ll work it out together.
07545 933 682