Being the Earth's conscience
“Choose the future, don’t wait for it to happen to you.”
John describes himself as a futurologist, leading the John Lewis Partnership’s innovation team where he oversees the exploration of alternative futures.
MAD33 judges love the way that he combines a sense of responsibility with massive creativity and fun.
As a futurologist, John encourages more people to consider possible alternative futures by telling future–facing stories and creating bold ideas and solutions for today, to inspire and relentlessly provoke debate.
One of 5 siblings and running a South London fruit stall at the age of 11, John has come a long way – his advice to others is to never give up as your purpose will emerge and you can create your story around yourself, but above all “be kind, be better”.