Sian Sutherland: Embracing Radical Naivety in Business Ventures
Entrepreneur Sian Sutherland has built a remarkable career by fearlessly swapping industries every seven years, demonstrating that radical naivety can be a powerful asset when starting a business. In an exclusive interview, she reveals her strategies for identifying worthwhile ideas and maintaining confidence through diverse ventures.
From Advertising to Michelin Stardom
Sian Sutherland began her professional life in the vibrant advertising scene of the late 1980s, a period she describes as exciting but ultimately unsuitable for her entrepreneurial spirit. "I realised that I wasn't a big company person; I like everyone to feel like they're an important cog in the machine," she explains. This realisation prompted her to leave and launch Sutherlands, a restaurant in Soho, despite having no prior experience in hospitality.
Through the enterprise initiative scheme, which offers tax relief to investors, she secured funding, hired a skilled chef and restaurant manager, and opened at age 25. The venture earned a Michelin star within its first year, providing Sutherland with invaluable business lessons. "I probably learnt more about business in five years of running that restaurant than in anything else I've done," she reflects.
Pivoting to Skincare and Environmental Activism
After marrying her restaurant manager, Sutherland returned to marketing by co-founding a self-funded drink and beauty design agency. This shift introduced her to larger financial scales, contrasting sharply with the modest bills of her restaurant days. During this time, she identified a gap in the market for pregnancy skincare products, leading to the creation of Mama Mio.
The brand quickly gained traction, with its inaugural product, Tummy Rub, generating $500,000 in revenue during the first year. Stocked in prestigious retailers like Selfridges, Harrods, and John Lewis, Mama Mio was sold for £3.7 million in 2015. Sutherland emphasises the emotional challenge of letting go, noting that ensuring her team's security was a priority during the sale.
Her latest endeavour, A Plastic Planet, leverages her entrepreneurial skills to address plastic pollution through pro-business solutions. The organisation has influenced UK policies, including the plastics tax, bans on exporting plastic waste to developing countries, and the elimination of plastic takeaway cutlery. Sutherland outlines two core approaches: "the cattle prod" to drive industry and policy changes, and "the lightning rod" to foster innovation in sustainable materials.
The Power of Naivety and Strategic Thinking
Sutherland attributes her success to radical naivety, which she describes as her only superpower. "I don't know the reasons why not to do something," she states, highlighting how this mindset fuels confidence, especially when seeking funding. She cautions against overthinking, urging aspiring entrepreneurs to take the first step without waiting for perfect knowledge.
To evaluate new ideas, she employs the "why bother" test, focusing on solving genuine problems rather than adding to overconsumption. "Everything an entrepreneur should be doing is answering a problem. If you're not, then why bother, because the world does not need more stuff," she asserts.
Accolades and Future Endeavours
Throughout her career, Sutherland has received numerous awards, including Female Marketer of the Year, the CEW Achiever Award, Entrepreneur of the Year, and British Inventor of the Year. Currently, she champions the FFinc Forward Faster Accelerator 100, a UK-based programme launched in September 2025 to support female-founded companies in scaling their growth.
Her journey underscores the value of adaptability, confidence, and a problem-solving focus in entrepreneurship, offering inspiration for business leaders navigating today's competitive landscape.
