Joseph grew up in the rural heartland of England but after realizing he wouldn't make a very good farmer, he packed his bags and moved to Birmingham to study International Business and Modern Languages.

Having worked for a year at an IT company on the French Riviera, he graduated and set sail for London.

Joseph developed his brand skills at L'Oréal UK, managing and growing the Garnier Body and Ambre Solaire skincare brands. It was there that he came across the results of a ?What If! Innovation project with Superdrug. Inspired by what he saw, he beat a path to our door and nine months later joined as an Inventor.

Since joining ?What If! Joseph has worked all over Europe and the USA on a wide spectrum of projects, ranging from getting young people to listen to classical music to inventing healthy snacks for Mediterranean housewives. His clients include T-Mobile, Pepsico, Diageo, Scotish & Newcastle, Royal Bank of Scotland, RSA and The Pampered Chef.

Joseph now lives in New York City, which he loves, even if he can't find a nice cup of tea.