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AMA: Joshua Dean, founder of Ember

AMA: Joshua Dean, founder of Ember

To put it simply, lead generation is about turning people into prospects. It’s the process of generating enough interest or excitement to convert prospects into clients/customers later down the line.

We spoke to Joshua Dean, founder of Ember, to find out how his creative agency helps clients to reach the people and brands they love the most.


Hey Joshua, thank you for taking the time to chat with us. Tell us a bit about your company to kick things off.

Ember is a business development and lead generation agency. We combine strategies to get agencies, startups and other SAAS businesses more clients. We help businesses start meaningful conversations with decision-makers mainly via email marketing and automation strategies.

How did the idea for Ember come about?

Working for a few agencies, I was always interested in how they actually got clients in the first place. It seemed very random, pretty much word of mouth or inbound. I was sat by the fire one evening with my Father and we discussed working for myself and how much potential there was to offer these services to agencies, and then Ember was born!

I also couldn’t take working for anyone else anymore, supporting their dream, things change and sometimes there’s uncertainty. I’d much rather be in control of my own life and the direction it goes in.


Now we know where the name came from! So, talk to us about Ember's company culture. What does company culture mean to you?

It’s linked to personality. I think if your culture is shit then it’s a reflection of the business owner. I think Ember is in its infancy still but I’d like to think it has a forward-thinking culture, where people come first and your life is more important. If everyone is happy and enjoying themselves they’re bound to produce better work and attract the right people.

How do you keep your team aligned?

Be friendly and keep everyone in the loop. I have quite a small team at Ember so it’s nothing too crazy.

Can you share any practical tips or processes to help people work remotely?

Make sure that you’re comfortable and have the essentials i.e. WiFi and a charger! I bought a 4G WiFi booster last summer so I can work out of my campervan on nice days.

If you really want flexible working I’d suggest you get one of those (a 4G booster not a camper!) the internet is just as good as at home except you’ve got amazing views! Also, break up your day with a walk, do chores and chat with your friends and family. The day will fly by!


That's a great idea! Do you have a share or option scheme in place for your team?

Not currently. But we might think about it in the future.

Did you ever experience a business disappointment that led to something better?

I recently lost out on a pitch to my old employer. The prospect came back to me with some home truths and constructive criticism. It’s spurred me on to completely change my business and improve the overall experience for my clients. I’m in the midst of developing something special for Ember and I believe it will change the game, for not only Ember but for the business development industry.


Exciting times ahead. What is the biggest mistake you've made as an entrepreneur?

I once drafted a whole proposal and used the wrong company name! I still managed to win the client and they’ve been my longest-serving client to date! It couldn’t have gone any better!

That worked out well! Give us an interesting fact about yourself that the business community doesn’t know.

I’ve been in Heartbeat, Emmerdale and At Home With the Braithwaites as an extra. I’m pretty much famous!

A TV star then. Maybe Hollywood will come knocking! Who would play you in a film of your life?

Chris Pratt.

A fine choice. Thanks again for your time Joshua. We look forward to Ember's next game-changer.

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