Igniting Purpose-Driven Brands: How Dr. Christopher Endersby’s Firestarter Blends Psychology with Creative Innovation

Dr. Christopher Endersby, the Co-Founder and COO of Firestarter, embodies the rare combination of psychological expertise and entrepreneurial innovation. With dual registration in coaching psychology and psychotherapy, his “portfolio career” spans from managing risk in children’s services to spearheading complex corporate change initiatives. This unique background has shaped Firestarter’s distinctive approach to brand development, where psychology meets creative strategy to empower purpose-driven entrepreneurs.

In an exclusive interview with Entrepreneur Loop, Dr. Endersby shares his journey of building a branding agency that stands out in the “shark-eat-shark” business world. From implementing the innovative DARE methodology to navigating challenging setbacks, his story exemplifies how combining diverse expertise with authentic leadership can create meaningful impact in the entrepreneurial ecosystem.

Please provide a brief introduction of yourself and your professional background.

Well I once asked this question of an early AI tool, and apparently, I’m a Data Scientist with a PhD from Harvard who has worked with Google and Meta! (This is why we’re so reluctant to use AI!) However, in reality, I’ve had what you might generously call a ‘portfolio career’.

The common theme across my eclectic professional background – from managing risk in children’s services to leading complex change programmes in large corporates – is human factors, with dual registration in coaching psychology and psychotherapy along the way.

I now bring that back story to support ‘rebel with a cause’ and purpose-driven entrepreneurs seeking to scale and grow their businesses (although these days, the therapy is mostly applied to keep myself stoic and sane).

Please tell us a bit more about your startup – what does it offer, what problem does it solve, and who is your target audience?

At Firestarter, we fuse creativity with psychology to create stunning, authentic and highly differentiated brands for purpose-driven, B2B scale-ups. We aim to ignite their potential and give them the best chance of making real impact so they can succeed in a shark-eat-shark business world.

How do you stand out from the competition in your space? What sets your product/service apart?

It’s got to be our deep understanding of human factors – the psychology behind how people perceive and connect with brands – and how we apply that to brand design and messaging. We also have a wealth of commercial expertise. By bringing these diverse skills and experiences together, we develop products and services that benefit our clients on multiple levels. For example, our DARE methodology for branding – which ensures that every brand we create is differentiated, authentic, resonant and expressed at every touchpoint.

What have been some mistakes or failures you’ve made along the way as an entrepreneur? How did you recover and learn from them?

We got seriously burned by a now-ex-client who nearly took our business out from under us while publicly claiming the highest standards of trustworthiness and ethical business practices in their industry. (Coincidentally, they stopped paying our bills and started poaching our team just after asking us to belatedly sign an NDA.)

This experience was so instructive in how we do business today. We’ve since implemented payment policies and background checks to ensure we’re never in such a vulnerable position again. Sadly, it’s taught us not to be too trusting – even with a client with a solid payment history. It was (and still is) a hard-hitting case study in anti-fragility as we’ve come back leaner, stronger and more agile than before. In my better moments, I wish them peace and happiness.

What do you know now that you wish you knew when you were first starting out?

I had no idea how critical it would be to have first one and then two co-founders by my side. On reflection, I seriously doubt I would have had the staying power to persist if this was a solo adventure.

Like most, if not all, of the toughest things I’ve faced in life, I’ve found that approaching them with the support of others makes success more probable – and more enjoyable.

What does a typical day or week look like for you? How do you manage work-life balance?

Life is delightfully bonkers! In addition to Firestarter, I’m blessed to have my two boys – who have grown up alongside the business – to keep me on my toes. As a foster parent, too, I’ve been privileged to welcome around thirty children into our home over this time – some just for a few days, others stay with us for years. So, even at the best of times, my days are pretty full-on. My week usually includes at least one school run a day and cheering from the sidelines of rugby pitches, musical theatre shows, or whatever adventure my boys (or foster kids) are pursuing next.

One habit that’s kept me (almost) sane through it all is my early morning walk. It’s my chance to clear my mind, connect with nature, and get a head start on the day – often via a quick call with my co-founder.

At the other end of a workday in London, I love unwinding with like-minded fellow entrepreneurs. A big shout-out to Home Grown Club – a network of rebellious risk-takers and marvellous misfits that’s been a second home for us since its inception. There’s no better place to connect, recharge, and keep the fire burning.

What are some future goals or plans you have for your business in the next few years?

I’m even more excited and impatient about what’s next than I was when I first started on this journey. I have total conviction that we have something practical, valuable, and ‘neat’ –in that it’s conceptually sound yet highly relevant and impactful for our clients.

For Firestarter, the future is all about expansion and innovation. We’re developing a suite of tools designed to equip our scale-up clients with right-size brand intelligence – making branding more accessible, actionable and impactful for them. A big focus is automating our BrandSight:360 assessment tool to make it available globally. We’re passionate about helping businesses everywhere uncover the true value of their brands and understand how to unlock their full potential.

We’re also working on building a community of like-minded Firestarters – fellow rebels, risk-takers, and visionaries who share our belief in entrepreneurial freedom. Empowering ambitious leaders to thrive and make their mark.

What advice would you give to aspiring entrepreneurs who want to start their own company?

In Mark Twain’s words, “The secret of getting ahead is getting started.” I think this applies to the micro level of daily habits and also to life’s big questions, such as whether to start your own company or make life changes. And, as mentioned above – it helps if you can find yourself an A-grade co-founder or two as it can be a long journey so you might as well surround yourself with people you want to enjoy the ride with, whether it’s a roller coaster or a tough uphill climb.