About the Guest
John "Sinx" Sinclair is an entrepreneur and co-founder of ustwo, a globally renowned digital product studio celebrated for its cutting-edge work in design, technology, and innovation. Founded in 2004 alongside childhood friend Matt Miller (Mills), they started working together to explore and build digital products when they were just starting to become a thing.
ustwo grew rapidly, initially specialising in mobile design, and is now celebrated for its mix of client services, self-developed intellectual property, and joint ventures. Over two decades they have built a culture of trust, collaboration and honesty where everyone can inspire each other to bring out their most creative and considered thinking. They value diversity and inclusion, believing we work better when every individual brings their perspective to the table.
An award winning agency, ustwo’s accolades include a BAFTA for the cultural phenomenon ‘Monument Valley’ (launched on the stage of Apple’s WDWC) and were recognised at the Fast Company Innovation by Design Awards.
A true advocate for innovation and collaboration, Sinx and Mills made a groundbreaking decision in April 2022 to transfer the majority ownership of ustwo to its employees under an Employee Ownership Trust (EOT). This move ensured that 62% of the company is owned by its current and future employees, reinforcing ustwo’s independence, preserving its values, and unlocking entrepreneurial potential across the organisation. ustwo employees, or "partners," now share a stake in the company’s success and are represented on the board, driving its future collectively.
This Episode Covers
- How Sinx transitioned from being a hands-on designer to a leadership role, implementing a leadership team, and eventually stepping away from day-to-day operations while maintaining a guiding presence.
- The transition of ustwo into an Employee Ownership Trust model, how the model works, its implications for the company, and the pros and cons, including its impact on recruitment, client relationships, and the company's independence.
- Navigating the ups and downs of running a creative business, especially during uncertain economic times, the importance of staying engaged, adapting to market trends, and building strategies for sustainability.
- The importance of planning for leadership transitions and career progression to ensure continuity and growth.
- Sinx desire to leave a lasting legacy through ustwo, focusing on producing impactful work, nurturing people, and proving the viability of the EOT model in creative businesses.
- Clarifying common misconceptions, such as the belief that employees run the company outright, and explaining the role of the trust and board in governance.
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