Perry is the founder of big fish®, a B-Corp certified consultancy he started in 1994 to help entrepreneurial brands grow. With a background in graphic design from Central St. Martins, he has spent over 30 years as a creative director and brand strategist for companies like Boden, Gü, and Dorset Cereals.
Outside of his branding work, Perry is an avid climate campaigner who believes business should be a force for good. He is passionate about typography and surfing, and enjoys applying a startup mentality to all aspects of life. He lives in Somerset and works in London.
Unique fact: He recently rebranded Diddly Squat Farm Shop for Jeremy Clarkson and has named his three daughters after typefaces: Perpetua, Helvetica, and Clarendon.
Read the full overview →They care equally about the product and its potential impact. They focus on objectivity in a pitch and pay little attention to bells and whistles. They respond well to confident salespeople.
Dominance (D) reflects how goal and task oriented a person is, and their ability to accomplish results irrespective of how demanding the circumstances might be. Those scoring high tend to be motivated by winning, competition, and success.
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