How do you take on a heavily entrenched, multi-billion-pound monopoly and completely rewrite the rules?
In this episode of The Business of Creativity, Sir John Hegarty sits down with Greg Jackson, the visionary founder and CEO of Octopus Energy. Awarded a CBE for his services to the energy industry, Greg looked at a sector defined by terrible customer service and rigid, outdated systems, and decided to ask a simple question: why does it have to be built like this?
Under Greg's leadership, Octopus grew from a challenger startup into the UK’s largest energy supplier in less than a decade, while simultaneously incubating Kraken—a powerhouse, multi-billion-pound proprietary tech platform that now quietly runs the backend of much of the global energy market.
This conversation explores the mindset behind disruption, why outsiders often have the greatest advantage, and how creativity becomes commercially valuable when paired with execution. Greg shares lessons from escaping the corporate "sausage machine," why he values productive boredom, and how letting your people truly be themselves is the ultimate competitive advantage. The discussion also dives into the future of the energy transition, the power of humour in business, and why a brand must be built on real behaviour, not just communication.
Whether you are an entrepreneur, creative, designer, or anyone trying to bring a new idea into a rigid industry, this masterclass in category-defining disruption is for you.
🕒 TIMESTAMPS
01:00 – From Procter & Gamble to Energy: Changing an Industry.
03:51 – The Spark of Creativity in Scarcity & Boredom.
08:18 – Escaping the Corporate "Sausage Machine".
14:40 – Dissecting the Energy Industry's Bad Business Models.
19:35 – Pitching a £10 Million Business Plan.
25:37 – How the Octopus Got its Smile.
34:09 – Culture as a Dry Stone Wall.
39:31 – Unleashing the Kraken.
42:13 – The Power of Fun: Easter Eggs in Code.
44:04 – Building a Brand, Driving a Movement.
49:36 – Managing Scale & "Family Dinner".
53:31 – Purpose Over Profit.
56:15 – The Zero-Bill Future of Global Energy.
ABOUT THE SERIES
The Business of Creativity is hosted by Sir John Hegarty, one of the most awarded creative minds in advertising history. Each episode brings together founders, entrepreneurs, and creative leaders who have used creativity to build category-defining businesses and reshape global industries.
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