Simon Mainwaring is the founder of We First & Main Advisory and a New York Times and Wall Street Journal bestselling author, globally ranked keynote speaker, and founder of two influential practices at the intersection of brand strategy, leadership, and AI. As CEO of We First, he has spent two decades advising the world's most admired companies, including Unilever, Bain Capital, and the UN Foundation, on building brands defined by coherence, trust, and purpose. His books, We First and Lead With We, have shaped how leaders around the world think about collective impact and the role of business in society. He is also the founder of Main Advisory, an exclusive advisory and coaching practice for top CEOs and business leaders navigating AI integration, organizational trust, and long-term brand resilience. He is one of the few voices credibly bridging brand strategy, emerging technology, and human values, earning him a reputation as a trusted advisor to C-suite leaders across industries and continents. Australian-born and Miami-based, Simon is a father of two and a passionate, if self-admittedly very average surfer.