In this candid and insightful episode, Andrew Muir Wood pulls back the curtain on his entrepreneurial journey, sharing the highs, the lows, and the pivotal lessons learned along the way. From his early days in corporate consulting—where he helped global tech giants predict the future—to co-founding a design agency, Andrew’s path has been anything but linear.

He takes us behind the scenes of Zombie Labs, the startup-focused agency he launched with a friend, and the unexpected turn of events that led to its dissolution. When his co-founder was lured away by a high-growth fintech startup, Andrew was left at a crossroads, forced to rethink his role, value, and next steps. What followed was an eye-opening realization: research itself was a viable business—not just a piece of a larger strategy. This discovery led him to build Muir Wood & Co., a consultancy that helps organizations uncover customer needs and product opportunities.

But the path to success was far from smooth. Andrew reflects on the hidden dangers of relying solely on referrals—a strategy that worked until it didn’t. When the 2022 economic downturn hit and research budgets evaporated overnight, he suddenly found himself with zero clients and no pipeline. Instead of panicking, he treated the crisis like an experiment, pivoting his strategy to focus on new lead-generation tactics, thought leadership, and diversifying his client base.

Beyond his consultancy, Andrew also shares the incredible story behind Meals for the NHS, a grassroots initiative he co-founded that raised £1.8 million and delivered hundreds of thousands of meals to healthcare workers during the pandemic. It was a crash course in logistics, scale, and rapid execution, proving that with the right mindset, even the most ambitious ideas can become reality.

Through these stories, Andrew challenges the notion of business failure, reframing it as a series of experiments that provide critical learning moments. His advice? Take action, stay adaptable, and never stop evolving. Whether you're an entrepreneur, consultant, or researcher looking to build a resilient career, this episode is packed with practical insights and hard-won wisdom on navigating uncertainty and staying ahead in an ever-changing business landscape.

Takeaways

Closing down a business can be a difficult decision, but sometimes it's necessary to explore new opportunities. Establish principles and boundaries when starting a business partnership with a friend to avoid potential conflicts.
Diversify lead generation strategies instead of relying solely on referrals to ensure a steady flow of clients.
Treat everything as an experiment and learn from failures to refine your approach and make informed decisions.
Take action and focus on completing projects to gain valuable experience and insights.
Reflect on the positives and maintain resilience in the face of setbacks.

Chapters

00:00 Introduction and Background

02:11 Predicting the Future and Influencing the Direction

05:09 The Impact of Removing the SIM Card in Mobile Phones

25:29 Transitioning from a Business Partnership

32:55 Closing Down the Business and Exploring New Opportunities

36:39 Navigating Business Partnerships and Boundaries

48:03 Diversifying Lead Generation Strategies for Sustainable Growth

53:07 Embracing Failure as an Opportunity to Learn

59:06 Taking Action and Completing Projects to Gain Experience

01:04:28 Reflecting on the Positives and Maintaining Resilience

About Andrew Muir Wood

Andrew Muir Wood is the founder of Muir Wood & Co., a London-based consultancy specializing in uncovering unmet customer needs and generating innovative product ideas. With over a decade of experience in mixed methods research, Andrew has collaborated with top companies like Condé Nast, Mozilla, Tesco, and Deliveroo to guide research-driven product development.

He also leads the research advocacy team at Yleos, ensuring research processes are both efficient and secure. A dedicated mentor, Andrew supports designers and researchers in honing their skills, drawing from his extensive background across agencies (ustwo, Code & Theory), startups (iwoca, Deliveroo), and corporates (Mozilla, Ford).

Beyond consultancy, Andrew co-founded Meals for the NHS, a charitable initiative that raised over £1 million to provide essential meals for frontline healthcare workers during the COVID-19 pandemic. His passion for human-centered research, startups, and strategic innovation fuels his mission to help organizations turn insights into impactful solutions.

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From Fully booked to ZERO clients with Andrew Muir Wood