How two Nike alumni launched a brand with their self-published book

By   Hannah Bickerton 2 min read

The problem

Former Nike Vice President Lisa MacCallum and former Nike Foundation Creative Brand Director Emily Brew knew that the corporate sector could offer so much more. After long careers in leadership at high-profile organisations and brands, they noticed how power had transitioned into the hands of ordinary people through social media and digital technology. They knew that the days of profit-as-purpose business were over, and they wanted to inspire a new model of corporate business: organisations dedicated to building momentum behind audacious visions and becoming companies the world can get behind. To that end, they launched Inspired Companies, a management consultancy working to inspire big idea companies.

Crucial to the launch of their new business were their plans for a book: Inspired INC., the first step in their larger mission to work with inspired companies and revolutionise the corporate sector. Lisa and Emily got in touch with whitefox from their office in Melbourne, Australia, to discuss their vision, and the whitefox team were more than happy to contribute to their project to foster inspired companies all over the world.

The solution

whitefox worked with Emily and Lisa from manuscript to publication, through an extensive editorial process that included copyediting, proofreading and the creation of a spot-UV, gloss book cover, all the way to multiple print runs and detailed sales and distribution services. The book was created in print format, as an ebook and was also made available via print-on-demand. But there was plenty more to come…

The result

The Inspired Companies team celebrated the creation of both the company and Inspired INC. with concept launches across the globe, in London, Melbourne and New York. Presenting each of the high-profile leaders that attended the launches with a copy of their self-published business book, their organisation saw immediate interest from companies looking to build their brand and get inspired.

Post publication, Lisa and Emily saw a high influx of enquiries to Inspired Companies. They wanted to continue to reach audiences across the globe and so, soon after the book was published, made the decision to create an audiobook edition. Once again they turned to the whitefox team for consultation and expertise, and we were more than happy to project manage the creation of their audiobook. Lisa and Emily flew back to London to record the title, and whitefox’s editorial director Julia was thrilled to be asked to voice the book’s introduction! Here’s what Lisa had to say about the experience.

Inspired INC. is more than a book – it has enabled us to create what we believe is a new roadmap for 21st century business. Publishing in collaboration with the team at whitefox allowed us to express our perspective on the future and deliver practical answers urgently needed by leaders today. Our book has played a defining role in opening up business and media opportunities worldwide and we know it will continue to form an exciting part of our success for a long time to come.’ – Lisa MacCallum, Co-Founder of Inspired Companies


Hannah Bickerton
Hannah Bickerton
Hannah has worked in marketing for nine years, specialising in strategy development for start-ups and EdTech companies. Having recently jumped across industries to join the Whitefox team, Hannah isn’t a complete stranger to the publishing world with previous employment at Macmillan and TES Global. She is now dedicated to ensuring that anyone who has something interesting to say knows all about whitefox.