09/09/2025
🚀 OUT NOW: Black Business Magazine — Startup Edition
Our cover feature is & , co-founders of The Butterfly Effect — not chasing virality, engineering movements.
Why this one hits different (and what founders can steal today)...
“An audience watches. A community builds with you.” That’s how moments become movements.
Brand = repetition. One truth, many executions, until it’s undeniable.
Platform-native or nothing. Earn attention with entertainment; let paid amplify, not replace.
Focus > FOMO. Discipline in saying no sharpens the work and accelerates growth.
Representation by design. Diversity isn’t a checkbox — it’s a competitive advantage.
Elf led the growth of Gymshark’s community from ~1.5M to 20M+ as former Global Head of Social Content. Michael was a part of the founding team at Social Chain and led its US expansion.
Together, they’ve built The Butterfly Effect into a seven-figure agency (reporting £2m+ turnover) — partnering with brands from Netflix and Bumble to McDonald’s and Square.
“We didn’t want to add noise. We wanted to shift culture…
We stopped talking. We started building.”
Read the full interview in Black Business Magazine – The Startup Edition.
👉🏾 Tag a founder who needs this playbook 🔖
This edition is sponsored by
Thank you to the team who worked on this edition!
Editor in Chief
CEO
Managing Editor
Senior Editorial Assistant/Writer
Editorial Designer Shola Ladeji
Photographer
MUA
BTS Levi St Juste
Styling Elvardi London and Seventh