Spotlight interview with...

David Johnson

UK Country Manager at Maddyness

Spotlight interview with...

David Johnson

UK Country Manager at Maddyness

Could you tell us a bit about yourself and your career history?

My career path has been quite unusual. I started out on my dream career which was working in bookshops. I love learning, reading and selling books, especially in specialist areas. It made sense therefore that I started out in a foreign language bookshop in London while studying French. I then moved to work at the Royal Institute of British Architects before what was certainly a significant shift in my career.

Around when I was 27 or 28, I met an architect who invited me out to Tripoli to explore some of the work they were carrying out. At the time, Libya was re-entering the international geopolitical scene. My time out there unearthed an exciting opportunity and so I started building up my expertise around architectural books. I undertook a project that involved establishing a creative arts library for young people in Tripoli. I then started my own business to source and secure 250,000 books for the library, but when the Libyan revolution happened, all my clients disappeared.

Returning to London, I ran my own specialist bookshop in Chelsea, that focused on interior design and decorative arts. It was a dream, but it became unviable due to high costs, business rates, and the move to digital platforms like Pinterest reducing the demand for physical books. So I shifted focus again.

Being fluent in French, I eventually landed a role at the French Chamber of Great Britain, helping French businesses establish and grow in the UK. I became deeply involved with French startups, which eventually led me to Maddyness, where I’ve been for about five years as a journalist and editor.

Networking has been crucial to opening doors for me throughout my career. The people you connect with along the way become part of your story and journey, and good relationships and professional connections can unlock opportunities you might not have considered. Whether through LinkedIn or personal connections, keeping in touch with people you enjoy working with can be invaluable.

As a journalist, what do you believe are the core benefits of becoming a thought leader for startup founders?

Thought leadership offers a great space to educate, explore ideas, and position yourself as an expert without constantly pitching your business. It allows founders to share their insights, drive discussions and build credibility. Startups, by nature, are doing something visionary and innovative, which means their founders have a unique perspective to share.

It also helps attract potential partners, investors, and customers by showcasing not just what a company does, but the thinking and values behind it. Large corporates and policymakers often look to startups for inspiration, so having a strong, authoritative voice can be incredibly powerful.

What makes a compelling story in your experience?

Timeliness is key. Your story needs to tie into current conversations and trends. If someone pitches me a piece about the Metaverse today, I wouldn’t be as excited as I would have been two years ago.

Innovation is another factor – being one step ahead rather than covering old ground. A great story also needs to be authentic and compelling, sharing something fresh, personal, or thought-provoking. Stories that showcase impact, purpose or unique journeys tend to resonate the most.

Do you have any notable examples of great thought leaders?

One example is Noah Kamala, who runs a VC fund called Don’t Quit Ventures. He has an inspiring backstory, but more importantly, he’s consistent, authentic, and always willing to engage. He actively shares his insights, participates in events, and builds meaningful relationships. Great thought leaders don’t just broadcast their ideas; they engage, listen and refine their thinking through discussions with others.

Within an organisation, who makes the best spokesperson?

Traditionally, it’s the CEO, but it doesn’t have to be. Founders have the vision, but a strong organisation will have other leaders who are experts in specific areas. A great founder knows when to pass the mic to the right team members. It’s also important to empower different voices within a company, as it adds credibility and depth to thought leadership efforts.

Do you have any ‘turn-offs’ when working with thought leaders on stories?

Yes! A lack of opinion is a big one. Thought leadership should provoke thought, not just repeat common knowledge. Another turn-off is staying too safe in the corporate comfort zone – be bold, be brave and push boundaries.

How can thought leaders differentiate themselves in the age of AI-generated content?

AI is a tool, but authenticity and real human engagement are what make thought leadership stand out. Being present at events, speaking on panels and engaging in real-time discussions are things AI can’t replicate. Also, credibility is key – trusted media platforms won’t rely on AI-generated content alone. Thought leaders need to build trust and share insights backed by experience and real-world action.

Do you have any final thoughts?

Just that thought leadership is about authenticity, consistency, and value. Be brave, share ideas, and engage with your industry. And keep sending good stories my way – but please, no embargoes!

About David Johnson

Maddyness is the go-to magazine for entrepreneurs and innovators. David is responsible for bringing the French publication to the UK, and currenty acts as UK Country Manager and Editor.

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