The chief executive shares his thoughts on what it means to run a purpose-driven business in a time of massive disruption
John Lunn, the new CEO of Re_Set, would much rather be doing this interview over a coffee, in person, than via Teams. “We’re people – face to face interaction is vital,” he says. “There’s no better way for building relationships. I hope when restrictions lift in the new year, we can all start getting out there and meeting again.”
Lunn is keen to be out in the world, sharing the good news about Re_Set. The business is fresh from two pieces of huge client work – a sustainability strategy piece for Primark, in partnership with Sue Garrard, and a paradigm-shifting innovation project for Tesco.
The work is even more impressive considering the David and Goliath nature of those involved. Re_Set is a relatively small consultancy, based in Somerset House, but its impact far outweighs its size. Lunn joins the team from bigger operations – he was previously a Partner at Moorhouse and at PA Consulting. Having spent time studying horticulture, he describes his move to Re_Set as the opportunity to create an amazing landscape: “The firm may be smaller in size, but there’s so much opportunity to quickly grow.”
In fact, he says Re_Set’s size is a core differentiator: “While large organisations easily fall into a hierarchy of seniority, we all have the opportunity to do things we wouldn’t necessarily be able to elsewhere,” he explains. “Whether that’s our consultants moderating a panel at COP26 or going into competitive pitches for global brands, our internal structure means we can be more entrepreneurial and agile. And I think in today’s world, that’s really important.”
Re_Set is also relatively young, being founded in 2017 by James and Sophie Bidwell. Many of the consultants are in their twenties. “Being a young business gives us an energy and excitement in our approach to delivering work that’s fit for the future,” says Lunn. “Working with younger people is a joy, because it really tests and stretches the firm’s thinking in terms of where we are now and what we could be in the future.”
Purpose-driven business
Another differentiator for Re_Set is being a B-Corp, a credential earned when a business shows genuine commitment to delivering impact for people and the planet. “You don’t have to be a B-Corp to be a responsible business, but it’s a brilliant way to demonstrate it,” Lunn explains.
“For Re_Set, being a B-Corp is part of the way we do things – from the way we recruit to the way we deliver engagements,’ he adds. “We passionately believe that we and others can do more for community and the planet. For our founders, it was a crucial part of their thinking in setting up a purpose-driven business. In that way, Re_Set was born a B-corp. Being a responsible business is in our DNA.”
And the world has never been in greater need of responsible strategies to help solve problems affecting the world. “In light of Covid-19, we’ve found organisations are really struggling to work out what to prioritise and how to develop for the future,” explains Lunn. “Businesses have to reject their models in the face of constant and pervasive disruption. Many have had to totally rethink how they operate.”
What’s special about Re_Set is that it offers more than just strategy. “Loads of people talk about disruption and innovation, but not all consultancies have the boldness to challenge what businesses are doing,” says Lunn. “Not everyone is prepared to work with senior leaders to say: ‘If you don’t pay attention to this, you’ll be in trouble. This is what you need to be thinking about to thrive and create a positive impact tomorrow, next week, and next month’.”
“We push businesses and stakeholders to go beyond their current thinking – and we have the capability within our teams to help them actually do it – even when it’s not straightforward.”
John Lunn, CEO, Re_Set
The Primark work is one such example. In partnership with the brand and Sue Garrard, Re_Set helped deliver Primark Cares – an industry-leading 10-year sustainability strategy to transform the way the retailer operates across every area of the business. “It was exciting to take the team on the journey to discover what sustainability could and should look like for the brand,” says Lunn.
The Tesco work is another success story. Working with the brand’s Group Innovation team, Re_Set produced an unconstrained innovation scan that explored the technologies being used in other industries that could address opportunities and challenges at Tesco. “We were able to share global innovations and accelerate the development of innovations,” explains Lunn.
The work was made possible by another of Re_Set’s differentiators: Springwise. Owned by Re_Set, Springwise is an innovation intelligence platform for positive and sustainable change. It publishes daily innovations from around the world to spark thinking and encourage further purpose-driven ideas.
“It was one of the reasons I joined Re_Set,” says Lunn. “You won’t find another business with an asset like Springwise. Connecting with innovation and innovators on a global basis is really important to us.”
A brave new world
So, what’s next for the firm in 2022? “We’ve got a pretty ambitious growth strategy ahead of us and that’s no walk in the park,” he says. “Our immediate job in 2022 is to put strong foundations in place. Then, next year I’d like to be a bigger company, expanding across sectors.”
If the past couple years have taught us the folly of making long term plans, Lunn is keeping his aspirations realistic. “In 12 months, I’d like to think we can demonstrate the impact we’ve had on the world by the positive client feedback we’re getting and the impact that those businesses are making as the result of our work,” he says.
And who would he like to work with? Who will be the next Primark or Tesco to receive the Re_Set magic touch? “We want to work with clients where we can do good and make an impact,” he says. “If we can help a business address the major issues affecting the world today and really make things better, I’ll be happy.”
Next month: John shares his predictions for consultancy in 2022.
John Lunn is the CEO of Re_Set. Want to chat? Email him or connect on LinkedIn. Want more insights from the Re_Set team? Sign up to our newsletter for our latest thinking.
Interview: Hannah Hudson
