"When researching the MBA market I was looking for a reasonably local, highly credible course (ideally with triple accreditation) that – most importantly –would enable me to flexibly study part-time, online. The Aston Business School MBA was almost unique in ticking all three boxes."

Tell us about your journey so far

Driven by a desire to stand alongside values-driven organisations and to make a difference through the power of brand and digital, I founded IE Brand and IE Digital in 1994. Specialising in working with values driven clients in the charity, health and education sectors, the agency has prospered and grown to employ 17 people with a turnover of £1.2m.

These days my role is primarily to lead the business and build my management team, whilst continuing to drive new business sales and to support IE’s more complex brand consultancy projects.

Notable not-for-profit clients include Christian Aid, Teach First, FPA (Family Planning Association), Young Enterprise (YE), pfeg (now Young Money), Career Ready, Goldman Sachs Foundation, Cranfield University, University of Cambridge, and the universities of Aberdeen, Aston, Birmingham, Bristol, Imperial College London, Liverpool, Plymouth Marjon, Queen Mary UoL, Reading, Warwick and York.

Why did you decide to do an MBA?

Over the past 25 years, I have graduated from business school programmes at Cranfield School of Management, London Business School and Aston Business School –all of which have had a measurable impact on my business. I had felt for a number of years that an MBA might helpfully stretch me academically and provide me with a qualification that sets me apart from many of my competitors. I longed for dedicated time, academic frameworks and a peer network through which I could look with fresh eyes at both my own business and my consultancy work for clients–and an MBA seemed like a natural solution.

Why did you decide to study at Aston Business School?

When researching the MBA market I was looking for a reasonably local, highly credible course (ideally with triple accreditation) that – most importantly –would enable me to flexibly study part-time, online. The Aston Business School MBA was almost unique in ticking all three boxes and, during my time as a Queen’s Small Business Charter Mark business school assessor for the Association of Business Schools I had become convinced of Aston's great reputation. Whilst struggling to free up the time and money to dedicate to the course I heard that the Goldman Sachs Foundation was about to award ten small business leader scholarships to study toward an Executive MBA at Aston Business School. I applied and won one of the scholarships.

What was the highlight of your MBA experience?

The international elective based at the University of Stellenbosch Business School, South Africa must surely be the highlight of the course. It was a privilege to immerse myself in another culture and economy – specifically including spending time with fellow students from all over the world and the opportunity to support micro-businesses within a local township.

How has the Aston MBA helped your career?

As the owner and MD of my business, I was not looking for progression opportunities. I had softer goals – to build self-confidence through a postgraduate qualification, to add academic rigour to the process of optimising the performance of my business and to help facilitate succession planning.

How has the Aston MBA helped your business?

During and after completing the course I have bought out my business partner, almost purchased a new business premises through a SIPP, structurally incentivised my management team, reduced my working week from five days to four and planned for my succession. I doubt that any of those would have happened without the MBA.

What is next on the career horizon for you?

I would love to internationalise IE's client base and further optimise the performance and stability of the business, specifically through building retained income and IP. At 50 years of age, I see myself gradually handing over day-to-day management, responsibility and eventually ownership of the business to my management team over the next 10+ years.

What advice would you give to someone looking to start or run their own business?

Do it! Flexibility and resilience are key. Flexibility because, even with the best business strategy, you cannot hope to control the marketplace. Instead, you must train yourself to recognise and embrace the opportunities you generate, and those that land in your lap by pure luck. Resilience because there will undoubtedly be many trying times ahead. Invest in relationships –internal team relationships and external client relationships. Take care of people. Remember that each decision and every action will build over the years to form your reputation. And finally, don't swallow the hype about successful businesses being borne out of working stupid hours. Go home. Cherish your family. Never sacrifice their wellbeing on the altar of your business.