Case studies - James Steward

James Steward, 24, and his partner Natalie Connell, 22, run Cyclepods, selling James' own design for a bicycle storage system. He came up with the idea at university, and the response to it was so strong, he was inspired to turn it into a business. He tells us how he did it.

What was the most valuable lesson you learnt from your school days?

To let your imagination and creativity run wild. Question everything.

When you were at school did you know what you wanted to do for a career?

Yes, I think I was one of the lucky ones. I always I knew I wanted to be an engineer or designer. A lot of my family worked in this field, and it always amazed me how something could be created from just an idea or a sketch.

What were you doing before your talent became your job?

I left university with a BA (Hons) in product design and went straight into the design field. Within a year and a half I realised that working within a company restrained my creativity, so I started up on my own.

How did you get your break?

I didn’t have a break as such. My business partner (as well as personal partner) Natalie Connell, and family members from both sides kept encouraging me to turn my university project in to a real product. So three years ago Natalie and I took a risk and went for it!

Why do you think it’s important to support young people's talents?

It might sound corny but young people are our future! We were all kids once and look what difference we have all made.

Who in your life has helped you to Shine? Who inspires you?

My partner Natalie and of course our families. James Dyson inspires me as a businessman and Jonathan Ive from Apple inspires me as a designer – he’s a creative genius.

What other talents do you have?

I think my other talents are the ability to “free think”! By that I mean creatively think about other areas within the business apart from design.

How do you think schools can help young people to develop their ideas and have the confidence to take them forward?

Schools are the key to this! If kids are not inspired at a young age how can we expect them to realise their full potential.

What do you think about the Shine festival of talent? Is it something you would have engaged with if it was available while you were at school?

I think it’s a fantastic idea! I know I personally would have loved to get involved with such an event as kid.

What advice would you give to young people taking part in Shine?

Don’t disregard any ideas you have, there is no such thing as a bad idea or a right or wrong answer! Most of the best products and services come from the simplest ideas.

My favourite quote in business is “Vision without action is only a dream”. I think this is the best way to explain how to become, and stay successful!

James is an Ambassador for Make Your Mark, the national campaign to unlock the UK’s enterprise potential, and supporter of Shine.