A science degree. A brand agency. A personal health diagnosis. And an entirely new business born from a mobility aid store visit that left her cold.

Samantha Freidon built Milkshake Creative on the somewhat unconventional foundation of a science degree nobody thought she'd ever use. The test-and-learn rigour of the scientific method, it turns out, is exactly the discipline most brand-building is missing. But it's Wayfarer her assistive technology startup, born from a personal health diagnosis at 27 and a morning spent in a mobility aid store finding nothing that felt like her that gives this conversation its second, deeper dimension. Mobility aids need to go through the same transformation glasses did. She intends to be the one who makes that happen.

IN THIS EPISODE

How a 'loving redundancy ultimatum' from her now-fianc ...