James joined ?What If! in autumn 2000 shortly after graduating in English from Nottingham University. He began life at ?What If! as a runner, went on to manage projects and then opened up the debate at ?What If! around how we impact on the world beyond commercial clients. In 2003 he set up our Footprint team which uses ?What If! skills to drive social innovation. Footprint has since allowed us to support manyl inspiring projects - from campaigns such as Jamie's School Dinners to ethical businesses to non-profit organisations around the globe, and consequently ?What If! has become an integral part of the UK social innovation scene.

In 2005 James co-authored Everyday Legends, the first book to tell the stories of leading UK social entrepreneurs. In 2006 Gordon Brown awarded James the accolade of Enterprising Young Brit in the category of 'Innovation at Work'.

Beyond Footprint his passions revolve around good pubs, wonderful food and playing low-quality football.